Every logo tells a story. Ours has a forklift in it — and there's a good reason for that.
Early in my career, I worked in a freight forwarding office on Central Ave. The warehouse was attached to the building, so we could see exactly what we were shipping every single day. About a month into the job, one of the forklift drivers asked if I wanted to learn how to operate one.
The machine was called a "picker" — a tricky one that you stood up to drive, with a handle that spun to navigate the narrow aisles. Then came the real challenge: raising the forks all the way to the top row of the racks and extending them to slide out a skid. Shaking and very nervous, I completed the task.
That moment stuck with me. I walked away with a whole new level of respect for the hardworking warehouse workers who zip those things around like it's nothing. Whenever I get a chance, I still check out any warehouse I'm in — just to be reminded of how cool that is.
That's exactly why I made sure the FR8Life logo included a forklift. It's not just a graphic. It's a nod to the people who keep freight moving — the ones most people never see.
FR8Life is built for all of us in the industry. Whether you're behind a desk, behind the wheel, or behind the controls of a picker — this brand is for you.