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The latest trucking company to undertake a rebranding exercise has one so with an eye to history.
CNF, the $4.2 billion transportation conglomerate based in San Mateo, Calif., plans to adopt the name "Con-way" companywide, emphasizing the name it gave its regional carrier group in 1982. The proposed new corporate name and "CNW" stock symbol will be put to a vote of CNF shareholders April 18.
The business model of the Con-Way regional carriers won't change, but building signage, uniforms, vehicle colors and sales and marketing materials will reflect the common brand. CNF said it also is "examining options" to convert its Menlo Worldwide Logistics unit to the …