UTLX
Identity Refresh

UTLX/Procor
Identity Refresh

Union Tank Car Company (UTLX) is one of the oldest railroad tank car companies in the world, dating back to the late 19th century as part of Standard Oil, providing transport services. Over the past 100 years, they have lead the industry in service and technological innovation. A subsidiary of Berkshire-Hathaway, Union Tank Car operates across North America. UTLX and their Canadian affiliate Procor lacked a consistent, professional and unified identity.

Inspired by the utilitarian and sparse aesthetic of the tank cars themselves, the reimagined identity uses minimal, high-impact graphics and messaging while positioning UTLX/Procor as an industry leader and the authority on rail transport logistics.

Multiple marks were necessary for different uses within the company. The monogram and wordmark are used on all elements of the brand. Division-specific marks were created for use on tank cars, equipment and uniforms to differentiate between Canadian operations (Procor) and American (UTLX).

The identity system was extended from stationery, website and tank cars to uniforms and repair trucks.

Images used for educational use only.