The document provides an overview of the OHL brand story and brand statement. It discusses how OHL has evolved through acquisitions to become a global logistics company. Through research, OHL identified its core brand attributes of being adaptive, reliable, and dynamic. The brand statement captures this as "OHL is the reliable partner for dynamic and adaptable logistics solutions anywhere in the world." The document emphasizes that a strong, consistently communicated brand helps align strategies and creates value.

1. BrandStory
Partners
THE PURPOSE AND PROMISE OF THE BRAND

2. Partners.
Problem solved.
THE OHL BRAND STORY
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It is the responsibility of each of us to bring the OHL brand to life. It is our job to project the purpose and promise of the OHL brand
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consistently and accurately around the world. Our brand is meaningful and relevant to our customers as well as our employees globally.
The development of that brand is important to our future as an organization.
This brand book tells the OHL brand story. Move forward.
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WHY BRAND?
Problem solved.
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A strong brand is easy to identify. A strong brand creates powerful associations in the minds of customers. In tough economic times,
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strong brands retain their power and become trusted sources for products and services. Strong brands help to align product development,
marketing strategies, partnerships and communication programs in order to achieve business goals.
OHL is a strong brand, and our efforts to stay focused on that brand can make it even more powerful and successful around the world. forward.
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Working together under one brand, we can create and maintain an image of continuity, cohesion and consistency in the marketplace.
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Problem solved.
WHAT IS A BRAND?
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A brand is more than a name or a logo. A brand is a promise and a pledge. A brand is a collection of perceptions in the minds of customers
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and other stakeholders which, if properly managed, can generate long-term revenue and lasting value. As a brand, OHL is the sum total of
everything we do and say as well as how and what we communicate, and therefore we must work to build it in harmony and consensus.
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“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small
gestures.” – Michael Eisner, Disney
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The Evolution of the OHL Brand Problem solved.
OHL has grown immensely in recent years with the addition
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of a number of companies to the original parent company,
Ozburn-Hessey Logistics. New acquisitions include: Turbo
Logistics, Barthco International, Lanter Logistics, Activair, key
offices of Dart Express and other firms. With these additions, Let’s go places.
our brand personality has evolved. Each of our companies has
contributed valuable traits and benefits. We believe these
individual contributions are critical because they complement Move forward.
each other and help to shape a stronger brand overall.
1/97
ProVenture formed 8/02 5/08
Acquisition of Sterling Logistics Acquisition of Activair
1951 4/04
Company founded Acquisition of Lanter Logistics
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1951 1997 - 2001 2001 2002 2003 2004 2005 2006 2007 08
1/97 9/02 10/07
MHR formed Acquisition of ODC Integrated Logistics Acquisition of Dart
3/02 7/06
Acquisition of Distribution Technology, Inc. Acquisition of Barthco International and Turbo Logistics 5

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The Process Behind the OHL Brand Problem solved.
A brand is not created in a vacuum. A brand evolves out
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of an open dialogue between all the stakeholders. In our
case, it has been a process that began in 2008. During that
development phase, we conducted extensive interviews
with OHL employees at various levels of management Let’s go places.
all around the world. We performed in-depth focus group
discussions to get to the heart of OHL. We visited our
facilities, and we interviewed our customers. We took into Move forward.
consideration the prevailing perceptions of our former
individual companies as we shaped the mission and values
of the new OHL. And we worked together to determine
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exactly what would drive the OHL brand into the future.
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The Attributes of the OHL Brand Problem solved
Three key words – adaptive, reliable and dynamic – rose to
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the surface in our analysis of the DNA of the OHL brand.
ADAPTIVE Flexible, Responsive, Comprehensive
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RELIABLE Trustworthy, Approachable, Dependable
DYNAMIC Driven, Passionate, Energetic
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These attributes shape the OHL promise – also known as
the OHL Brand Statement. Momentum work
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8. Partners.
What is a Brand Statement? Problem solved.
A Brand Statement is a succinct and concise set of words
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that tells you and the world who you are. It is stated as
simply as possible. It is usually a single sentence using plain
language. It is not, however, an advertising tag line.
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9. Partners.
BRAND STATEMENT
Problem solved.
The world of the possible.
Let’s go places.
OHL is the reliable partner for dynamic
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and adaptable logistics solutions anywhere
in the world.
Momentum works.

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7101 Executive Center Drive, Suite 333 | Brentwood, TN 37027 | 877-401-6400 | www.ohl.com