Leonard Buildings re-branding itself

As a major Surry County employer that has been in business since 1963, one could argue that Leonard Buildings and Truck Accessories was due for a name change.

It is now known as Leonard Truck Outfitters as part of an image overhaul that was announced Monday.

“Officially, we are relaunching our brand,” Mark Sewall, the company’s senior director of marketing, told employees gathered at Leonard’s corporate office on West Independence Boulevard in Mount Airy.

This occurred during a Monday morning party featuring balloons, refreshments and a cake bearing the company’s new name.

Sewall added that it is reflected on its logos, signage, website and other imagery that collectively is “being refreshed” among all its branches nationwide.

Leonard employs around 200 people in Surry County — including about 70 at the Corporate Support Center on West Independence Boulevard, along with others at its manufacturing facilities in Holly Springs and a flagship retail location on U.S. 52-North.

It also has just under 160 retail outlets in other parts of the country, with hundreds of personnel.

Truck focus

Leonard Truck Outfitters officials say the new name and brand better reflect the company’s role in the modern truck market as a provider of such items as truck caps, covers, liners, tool boxes, bumpers, lighting, mats, hitches and more.

Through the outfitter role, Leonard caters to “a person that uses their truck for their job,” Vice President of Marketing and Merchandising Travis Sawyers explained Monday.

However, the buildings component, along with trailers, will remain a key part of Leonard Truck Outfitters’ operations, according to Sawyers.

“We manufacture buildings and that’s key to being able to maintain our business,” he said.

The rebranding effort has been in the works for about a year, those attending Monday’s event were told.

It included “a very tedious and very long process” characterized by many debates with designers.

The logo accompanying the new name, described by one Leonard official as “very modernized,” ultimately was decided upon with black, gold and white as the primary colors.

The late Tyson Leonard launched the company in the 1960s and he and wife Sandra sold it in 2015.

Sawyers says more jobs could be created locally through the rebranding, including among businesses that are suppliers to Leonard Truck Outfitters.