COOKEVILLE, Tenn. (May 19, 2005) – Averitt Express has launched a bold branding initiative, featuring an entirely new company logo and a massive communications campaign designed to alert freight shippers to ongoing advances in its transportation and supply chain management capabilities. Representing the first major change to its corporate symbol in the company's 34-year history, Averitt's new logo depicts simply the word "Averitt" in red.  

As part of the initiative, Averitt is also preparing to launch the most comprehensive external and internal communications campaign in its history.

The historic logo change and communications campaign, built on the tagline "Think Red Instead," is designed to make a powerful statement about how Averitt's identity in the marketplace continues to evolve.

"We've broadened our capabilities dramatically over the past few years," said Gary Sasser, Averitt's President and CEO . "We felt it was important to make a tangible statement that will challenge people to take a closer look at all we have to offer ."

In recent years, several major trends have radically changed the freight industry. Trends such as the growing complexities of supply chains, globalization, logistics outsourcing, just-in-time manufacturing, single-sourcing, the blurring of lines between transportation modes, mass customization and the rising popularity of third-party logistics providers (3PLs), have led Averitt to:

Adopt new strategies to customize services for individual shippers on an regional, national and international basis

• Launch a myriad of new service offerings, including establishing de-consolidation/transload facilities in major U.S. ports, international ocean and air forwarding services, warehousing (i.e. sequencing, cross dock, sub-assembly, pick and pack), brokerage and dedicated contract carriage
• Bolster its domestic and international partner network to enable door-to-door services around the globe
• Restructure itself to allow operating units to function in a more integrated manner

"In our industry right now, there are two types of providers, carriers and 3PLs," Sasser added. "Today’s Averitt combines the best of both, the power of assets combined with the flexibility to provide customized solutions."

Averitt has already begun updating its entire fleet of more than 3,000 tractors with its new logo, a process that will be managed over a period of only 90 days.

About Averitt Express

Established in 1971, Averitt Express is a leading provider of freight transportation and supply chain management with international reach to more than 100 countries. The company specializes in delivering customized solutions with a single source of accountability for service offerings that include less-than-truckload, truckload, time-critical, importing/exporting, and supply chain management. Backed by successful execution for hundreds of customers, Averitt’s supply chain capabilities include dedicated fleet operations, warehouse management services, portside distribution, transportation management, and transportation network design and operation. For more information, call 1-800-AVERITT or visit http://www.averittexpress.com/.