Partners

BrandStory

THE PURPOSE AND PROMISE OF THE BRAND

2

THE OHL BRAND STORY

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

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.

Partners.

Problem solved.

The world of the poss

Let’s go places.

Move forward.

Momentum work

3

WHY BRAND?

A strong brand is easy to identify. A strong brand creates powerful associations in the minds of customers. In tough economic times,

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.

Working together under one brand, we can create and maintain an image of continuity, cohesion and consistency in the marketplace.

Partners.

Problem solved.

The world of the pos

Let’s go places.

Move forward.

Momentum work

4

WHAT IS A BRAND?

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

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.

“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

Partners.

Problem solved.

The world of the pos

Let’s go places.

Move forward.

Momentum work

5

OHL has grown immensely in recent years with the addition

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,

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

each other and help to shape a stronger brand overall.

The Evolution of the OHL Brand

Partners.

Problem solved.

The world of the pos

Let’s go places.

Move forward.

Momentum work

1951 1997 - 2001 2002 2003 2004 2005 2006 2007 08

1951Company founded

1/97ProVenture formed 8/02

Acquisition of Sterling Logistics4/04

Acquisition of Lanter Logistics

5/08Acquisition of Activair

1/97MHR formed

3/02Acquisition of Distribution Technology, Inc.

7/06Acquisition of Barthco International and Turbo Logistics

10/07Acquisition of Dart

2001

9/02Acquisition of ODC Integrated Logistics

6

A brand is not created in a vacuum. A brand evolves out

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

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

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

exactly what would drive the OHL brand into the future.

The Process Behind the OHL Brand

Partners.

Problem solved.

The world of the pos

Let’s go places.

Move forward.

Momentum work

7

Three key words – adaptive, reliable and dynamic – rose to

the surface in our analysis of the DNA of the OHL brand.

The Attributes of the OHL Brand

Partners.

Problem solved

The world of the pos

Let’s go places.

Move forward.

Momentum work

These attributes shape the OHL promise – also known as

the OHL Brand Statement.

ADAPTIVE

RELIABLE

DYNAMIC

Flexible, Responsive, Comprehensive

Trustworthy, Approachable, Dependable

Driven, Passionate, Energetic

8

A Brand Statement is a succinct and concise set of words

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.

What is a Brand Statement?

Partners.

Problem solved.

The world of the pos

Let’s go places.

Move forward.

Momentum work

OHL is the reliable partner for dynamic and adaptable logistics solutions anywhere in the world.

BRAND STATEMENT Partners.

Problem solved.

The world of the possible.

Let’s go places.

Move forward.

Momentum works.

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