Highway Care, the specialist innovative solutions for the highways and HVM security sectors, has refreshed the company’s brand and its website as the business prepares to grow.
The business, which has been serving the highways industry for more than four decades, has had the same, familiar, blue and yellow logo and brand identity for several years. The company has opted to stick with the well-known blue and yellow colour palette, while refreshing the logo with a contemporary new look.
Highway Care’s head of communications and marketing, Hayley Terrell, explains: “Our new branding is an evolution, rather than a revolution. We’ve kept the familiar blue and yellow, which is instantly recognisable to so many in the highways, local authority and security sectors. Our brand is trusted by customers, highways authorities and a host of other stakeholders, and it’s important to us that we take that trust forward and continue to build on it.
“We wanted a brand identity that reflects our position at the forefront of our sector; contemporary, impactful and versatile, just like our business. Our new logo also reflects our global presence, highlighting our expertise across both UK and international markets.”
Alongside the new brand identity, Highway Care has also launched a new website, which has been created around the need to help customers identify the right solutions for their requirements. The customer-centric new site enables browsing by requirement, rather than product type, so that customers can discover the full variety of solutions available to meet their needs, and consider alternatives.
Built for ease of navigation, the new site covers Highway Care’s highways, international and security businesses, and has everything customers need for an integrated specification. The site also includes Highway Care’s new corporate video and downloads of datasheets and brochures for key products within the company’s range.
Hayley adds: “We wanted browsing the website to be intuitive and based on finding the right solution rather than trawling through product categories to find the right product. We will continue adding to the site and the downloads available over the next few months, so customers will probably find something new each time they check back.
“Our sector and the challenges it faces are changing constantly. Part of our commitment to customers is that we will not only help them to keep pace with change and stay a step ahead, but we will also help them to identify the most appropriate, operationally beneficial and cost-effective solutions to meet their needs. Our new website is just one of the ways we’re delivering on that commitment.”