---
title: "Advancer & the iconic A: a peek behind the scenes"
description: What’s behind the name Advancer? What does the gigantic A stand for? And which visual elements hold everything together? Get to know the full story behind our marketing campaign
---
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# Advancer & the iconic A: a peek behind the scenes
[Marketing matters](https://www.thermokingnews.com/tk-stayfresh-blog/tag/marketing-matters), [Transport Refrigeration](https://www.thermokingnews.com/tk-stayfresh-blog/tag/transport-refrigeration), [Advancer](https://www.thermokingnews.com/tk-stayfresh-blog/tag/advancer)
**What’s behind the name ‘Advancer’? What does the gigantic A stand for? In this article, we give you an exclusive look into the marketing vision behind the trailer unit product naming and creative process.**
## Advancer – the naming process
To help our new trailer unit fully realize its promise of progress and innovation, the name had to check several boxes:
- Evocative of leadership
- Related to long haul transport
- Referencing our history in refrigerated transport
- Personified to command trust
- Scalable to name multiple models
The name ‘Advancer’ fit the bill quite well – and provided an excellent starting point for our marketing team to consider the next chapter: Advancer’s brand.
## The new landmark in trailer refrigeration
The most visible parts of the Advancer brand are its **logo and tagline**.
The A-shaped logo embodies the same ideas of progress and innovation that are conveyed by Advancer’s name. As a reference to the first-ever Thermo King unit (Model A), we decided to focus fully on the A-shape and turn it into what is now known as the *Iconic A*.
At the same time, Advancer’s tagline **built from ambition** was conceived. The story behind it?
*Ambition is at the heart of Thermo King.
It’s a landmark in transport refrigeration that will leave a lasting impact for years to come.*
The landmark can be taken quite literally, especially in a visual sense. In almost all Advancer visuals, you will notice the gigantic A. The idea is that **unit, name and logo are to be linked** as the holy trinity of our product brand.
To emphasize our message of progress, we often combine these elements with long roads winding towards the horizon.
Advancer. Built from ambition.
Advancer. Built from ambition.
Advancer. Built from ambition.
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[ 26 Dec 2023 Boost your Advancer sales: every tool at your disposal Advancer, Thermo King Europe, dealership](https://www.thermokingnews.com/tk-stayfresh-blog/boost-your-advancer-sales-0) [ 30 Apr 2022 The new InfoCentral – all the insight you could want, all in one place Marketing matters, InfoCentral, iService, Thermo King Europe, User Interface, Dealer Network](https://www.thermokingnews.com/tk-stayfresh-blog/the-new-infocentral-all-the-insight-you-could-want-all-in-one-place) [ 29 Apr 2022 The updated Brand Center – putting our reputation to work Marketing matters, InfoCentral, Thermo King Europe, User Interface, Dealer Network, Brand Center](https://www.thermokingnews.com/tk-stayfresh-blog/the-updated-brand-center-putting-our-reputation-to-work)
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