DLR launches new identity

DLR, the French association for construction and material handling distributors and rental companies, has launched a new visual identity.

The Paris-based organisation said the new logo used colours and shapes from the previous identy, but updated. The cube symbolises construction and material handling, as well as the ‘Hexagon’ shape of France.

DLR’s new visual identity, launched in September. (Image: DLR)

The tagline for the logo is La Fédération des Matériels (The Equipment Federation), which covers all the activities undertaken by DLR itself as well as its partner members, such as ACIM (temporary buildings), FNAR (agricultural and groundcare equipment) and UFL (cranes).

DLR’s own activities span distribution, rental, tower cranes, portable sanitation and temporary accommodation.

The organisation has 1,000 members and represents 70% of its markets.