Dive Brief:

• Republic Services, Inc. announced a branding move to leverage its position as the second largest waste and recycling firm in the US.
• The company is adopting universal branding across its roster of over 30 integrated brands, all of which will now be housed under its primary brand, Republic Services.
• The company unveiled the new tagline, "We'll Handle It From Here." This marks the first time the company has it used a tagline. Republic will also release a "refined" logo as part of its new marketing campaign.

Dive Insight:

According to the company, the new tagline conveys the company's focus on reliability, simplicity and commitment to the environment to its customers. The company says that in the next few years it will transition its assets to reflect the new image. That means the entire fleet and all collection containers will eventually have the new logo emblazoned on it.