The new logo features green lettering with what appears to be a city grid overlaying the “U” in “UIPA.” It also has a new slogan — “moving Utah forward.”
. About 60% to 70% of the cargo it ships out is domestic.Traditional ports, however, call to mind harbors, big boats, containers, cranes and customs. Aby the American Association of Port Authorities shows them scattered along coasts, the Great Lakes and major rivers . They report stats like channel depths, bridge clearances and primary cargoes. Whatever UIPA is proposing, it doesn’t appear to be that.
Traditional inland ports have some kind of seaport link. Smith compared it to an airport with two terminals linked by a people mover or train. But for Utah to become a logistics hub that attracts shippers, UIPA needs to clearly articulate what it does and its value. UIPA’s excitement over rail also might not pencil out, since that freight typically needs to move long distances to make it worthwhile.
He compared it to driving to the Salt Lake City airport, parking the car, walking to the terminal, checking a bag, boarding a plane and flying to Orem. “One city may say, ‘If you build here, you … can cover more of your land with building [instead of parking],” Smith said. “That doesn’t sound too bad, until you realize it pushes all the trucks waiting and staging onto public streets.”Since its inception, UIPA has insisted it will stay mindful of Utahns, the environment and improve the state’s notorious pollution problems by taking trucks off the road and replacing them with trains. That may be why its new branding includes earthy green colors.
Any new center of transportation or distribution, Smith said, will bring traffic and associated emissions which weren’t there before.
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