CHARLOTTE, N.C. (May 2, 2013) — American Tire Distributors Holdings Inc. (ATD) has redesigned and contracted its logo to just the initials "ATD" and changed its corporate moniker to "Miles Ahead," to reflect the company's drive to improve its services with customers.
The new logo features a stylized script spelling out ATD, with the crossbar of the A swinging up to the left. It's red on a white background, with the American Tire Distributors spelled out in blue underneath.
The "Miles Ahead" message appears under the name in promotional and advertising materials.
The colors carry over from the old logo, which has been used since July 2002 when the company changed its name from Heafner Tire Group Inc., according to Ron Sinclair, ATD senior vice president, marketing.
ATD has been working on the new look and message since mid-2012, Mr. Sinclair said, with the changes reflecting feedback from surveys ATD conducted with customers.