A New Look & Refined Purpose

President’s Message
anne reinke

YOU MAY HAVE seen that TIA rebranded and changed its logo. The old TIA logo served us well for many years, but we thought it was time to provide a visual representation of how the pandemic has made the role of the freight broker even more critical.

The launch of TIA’s new brand reflects both the changes and shifts in the supply chain and brokerage industries and our membership. At the heart of the rebrand is the new logo and a new purpose statement. Because our industry has transformed over the last several years, we felt the time was right to rebrand with both an updated logo, the symbol of our association, as well as a refreshed and refined purpose statement that best encapsulates where we are today.

The past several years have presented the 3PL industry with extraordinary challenges and opportunities. The COVID-19 global pandemic caused unimaginable issues for the supply chain that were felt across the globe. However, TIA’s Members and the brokerage community rose to the occasion to find solutions when the world needed them most. Instead of collapsing under the pressure of unprecedented challenges facing the supply chain in recent years, our members responded with solutions and innovation.

The forward-leaning look of our new logo creating a sense of movement is very deliberate and emphasizes the continued forward progress of the organization, our members and the logistics industry. The addition of the green is meant to symbolize growth and renewal.

TIA will always be the voice of the 3PL industry, and now we have transformed, along with our members, to be very much the center of the supply chain.

TIA is eagerly anticipating showing off our members’ innovations at this month’s Technovations, October 26-28 at JW Marriott Phoenix Desert Ridge Resort & Spa, in Phoenix, AZ. After a pandemic pause where the conference operated as 3PLXTend, Technovations is back, thanks to our hard-working and forward-leaning Technology Committee. Chaired by Ramona Hood (FedEx Custom Critical) and Tom Curee (Kingsgate Logistics), the Committee has worked hard on developing an agenda that highlights the most exciting technology developments that our Associate Members are offering, and our Broker Members are embracing. Members need to stay informed on issues like cybersecurity, and AV and EV trucks, but members will also hear about new products in the TIA version of “Shark Tank” as well as the ever-popular seven-minute showcases. If you have IT team members, this conference is in their wheelhouse, but we think it will benefit all those members who want continuous improvement of their businesses.

We appreciate all the effort given by our Association volunteers—our Committee Chairs, Board members, and Committee participants do not get paid for their time or their work product; they sacrifice part of their day job to give back to us, and we cannot say enough how much we appreciate all that they do. We would not be where we are as an Association without them.

Thanks to all of you for your membership and for your support of the TIA.