BRINKS: Formerly Pittston

New: The Brink's Company & logo

Launched: May 5, 2003

Story in brief:
Pittston, once primarily a coal company, pared down to three security-driven businesses and wisely chose to rename itself as Brink's, by virtue of exposure (and a burglary and the movie) its better-known brand.

Credits:
CEO - Michael T. Dan
Identity counsel - TBD
Logo design - TBD

First Impressions:
The name... great decision.
The design...I am mystified. Why replace the distinctive, familiar and appropriately strong 1979 Brinks logo (designed by Jack Hough Associates) with a just another swoosh? The name change was a buy signal; sell short on the logo.