DECEMBER 2005
Change is in the Air for SDS
Venerable Transportation Company gets New Name and New Look. Creates Industry Buzz.
Every 30 years or so, even the most trusted and respected brand identities could use a good makeover. Security Delivery Service, Inc., which has long been known to its’ customers as SDS, and is widely considered a regional leader in transportation and logistics, is changing its name and corporate identity. The change comes at a time of steady growth for the company, and the changes look to more accurately encompass all of the firm’s products, which have increased significantly over the past several years.
SDS began as a one-person operation, delivering letters and packages throughout downtown Manhattan in the early 1940’s. After growing at a slow and steady pace for 35 years, the business underwent its first major change when it incorporated in 1974. Now, over 30 years later, the one time, one-person operation, is undergoing another major transformation, to announce to the world, what it has known for many years—that SDS is now a truly global provider of transportation and logistics services.
For many years, SDS worked closely with its customers to meet their growing transportation needs. As a result of listening, learning and acting upon these needs, the company underwent an evolution of services. The process forced the Long Island City, NY based company to expand its business from a local focus to a broader global reach in a wider variety of business segments. In response to this evolution, on January 1, 2006, SDS will become SDS Global Logistics. The change, which includes a new logo, visual identity, and website, will be officially introduced in the next edition of the SDS Newsletter.
“We are very excited about the new name, which we believe better reflects who we are now and in the future,” said Tony Racioppo, President and CEO. “Our clients have asked us to do more and more and we are now expected to provide services locally, regionally and globally”. That, according to Racioppo, demanded a change of both business name and company identity for the sixty-year plus old firm. Mr. Racioppo, who believes that the company will be energized by the change, added, “We look forward to continuing to grow our business under the new brand and providing our clients with the outstanding customer service which they have been accustomed.”
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