XTL shakes up senior management, updates logo, brand

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TORONTO, Ont. — XTL Transport has announced changes to its senior management team, in conjunction with an updated logo and brand.

Serge Gagnon will now act as XTL’s CEO, with Marcel Francoeur becoming CFO. Genevieve Gagnon’s role will now take on the role as president with Luc Francoeur serving as executive vice-president.

“Genevieve and Luc have been part of the XTL family for 13 and 18 years, respectively, and have been instrumental at supporting its growth through hands-on learning and identifying strengths and opportunities,” the company said in an internal letter to employees. “The change in their role to become even more involved in overseeing and managing the organization is a natural evolution to ensure the business continues to thrive.”

The company has also modernized its logo, including the words “Transport,” “Logistics,” and “Distribution” to the right of “XTL.”

“We realized that XTL Group of Companies didn’t clearly identify the business we are in and ran the risk of limiting our growth potential. Not wanting to lose the brand recognition of XTL – you will see we did not rebrand but modernized our logo to demonstrate our focus on innovation and forward-thinking solutions,” the company said in its letter to employees. “A brand standards manual has been developed to ensure that all people who touch our brand – employees, suppliers, or partners – can ensure our brand is used consistently to build awareness.”

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