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Charting Tuesday: Corporate Logos and EDI Integration

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In a previous blog article we discussed the extensive re-branding project we undertook in 2013. Taking a deep dive into Why, How and What we do meant talking to customers and finding out what worked for them and what didn’t, as well as what they wanted from us as a business. During this branding process we also examined the Virtual Logistics logo and made some changes. The most obvious changes included a trademark and the addition of our new tagline: Transforming Data, Connecting Business. Take a look at how the VL logo has evolved over the years.


1994-1996

VL logo 1

1996-2000

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2000-2009

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2009-2013

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2013- Present

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These changes got me thinking about logos, how they have evolved over the years and what they mean to businesses, brands and consumers. Does what a logo says or doesn’t say make a difference to whether or not consumers choose a certain product or technology, especially if what a business is trying to sell can be confusing or challenging for the consumer?

In the second edition of Charting Tuesday, we look at some iconic brands and how their logos have evolved over the years, thanks to The Logo Company. Do these changes make the company any more appealing or if you didn’t know what they sold does the logo help you to better understand their products and services?

You are probably asking yourself what this has to do with EDI? But, much like a logo EDI has had to evolve over the years to meet the needs of trading partners and customers alike. Since the inception of EDI in the 1960s it has been incredibly powerful in its ability to connect businesses and ensure the efficent exchange of documents. But, as businesses become much more global in scale the exchanges that take place between trading partners have evolved into more than just basic EDI transactions.

According to the 2012 IBM report,  EDI Outsourcing: The evolution of B2B managed services the need for EDI technologies has become the need for business-to-business collaboration capabilities that can enhance partner integration.

The report goes on to say that as businesses move away from traditional pure EDI, B2B integration has begun to evolve. Here’s how

  • The VAN has evolved to meet customer needs and has transformed into the cloud or IaaS (Integration as a Service)
  • With IaaS businesses can send their files in multiple different formats including Flat File, XML or CSV.
  • Increased global partner reach
  • Transformation of one partner’s data into a format that can be used by another partner in the format that they need.

All of these changes have grown out of traditional EDI practices over the years, and as you can see much like a logo EDI has evolved to reflect the customers’ needs and to reflect what the customers want out of their technology.


Categories: EDI, marketing, VL news

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