Yellow is more yellow on the truck

For years — and years — I’ve had a fascination with the Yellow trucking company. This stems mainly from the paradox of the business’ name and color of their logo. The name is “Yellow,” but the logo is distinctly orange.

This dichotomy was probably a very intentional part of the company’s original branding scheme, for whatever reason. Even with this knowledge, however, the mismatch still bothers me — which very well may have been their reasoning.

Running to the post office today I spotted a Yellow truck sporting a new logo. This newer, slightly Web 2.0 esque design actually bears a tinge of yellow running through its core.


I must admit that, yellow or orange or both, I approve of this new incarnation of the company’s identity. Alas, it’s apparently not going to last that long. “The trucks and trailers for Akron-based Roadway and Yellow Transportation will soon sport a new, supplemental logo: YRC. And at some point — the parent company won’t say when — the Roadway and Yellow names will be replaced by YRC,” according to The following image from the Under Consideration blog places Yellow, Roadway and YRC logos next to each other.


I’m not really feeling the new YRC logo; it’s trying to do too much, and the type seems unintentionally askew. I will be, in fact, sad to see the Yellow brand disappear. For whatever twisted reason, it’s been a part of my personal visual iconography since childhood.

Just for kicks, here’s a photo of the old Yellow logo from ToastyKen’s Flickr photostream.



About pcNielsen
Paul Nielsen founded The Aesthetic Elevator late in 2005. He owns a piece of paper, located somewhere in his house (not on the wall), stating that he earned a B.F.A. from the University of Nebraska around about 2001. While there, he studied studied architecture, graphic design and ceramics, graduating with a degree in studio art. Paul presently serves as communications manager for a small non-profit doing their print design and marketing. He spends as much time sculpting in his studio as possible — which is not nearly enough. Visit his website at

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