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Staff photo by C.B. Schmelter / Truckers are seen at the Covenant Transport facility in Chattanooga. The company changed its name from Covenant Transport to Covenant Logistics and has rebranded itself to reflect the diverse logistics services it provides.

One of the nation's biggest trucking companies has completed a multi-year rebranding program to broaden its logistics appeal to include its growing warehousing, transportation management and other shipping services.

The Chattanooga-based Covenant Logistics Group Inc., formerly Covenant Transport, announced Wednesday changes to several of its marketing pieces, equipment and other items. Joey Hogan, president of Covenant, said the name and branding changes over the past couple of years " comes with the recognition that Covenant offers more than transportation services."

"Five years ago, we began a journey to transition the company to more of a true logistics provider," Hogan said. "The merger of Landair Holdings with legacy Covenant three years ago provided a boost to the enterprise with the opportunity to grow in the overall transportation and logistics marketplace by adding warehousing and a more holistic freight management service offering."

Following the merger, Covenant began the work to update the branding and its digital footprint, including a new wesite to highlight the company's diverse services in moving, storing and managing inventory.

"This refreshed site will showcase the full transportation management capabilities of our enterprise," said Paul Bunn, senior executive vice president and chief operating officer. "On top of expedited and capacity management transportation services, Covenant provides contract logistics services such as dedicated contract carriage, warehouse management and transportation management."

In addition to Covenant's three primary corporate facilities in Chattanooga, Greeneville, South Carolina and Nashville, the company has shops, terminals, office locations and 15 warehouse locations, all giving Covenant a footprint in 38 states across the country.

The company began in 1986 when founder David Parker, then only 28 years old, launched a trucking business with 25 trucks and 50 trailers. Over the past decade, the company has diversified its trucking operations and even trimmed some of the more than 3,000-truck fleet the company once operated to focus more on freight logistics, warehousing and other inventory management.

"As we move forward with branding our equipment and facilities over the next two to three years, we remain committed to representing the legacy, mission and 35-year history of Covenant Transport, Landair and the family of companies that embody what Covenant truly is – a service provider that is generating value within the supply chain," Parker said.

Contact Dave Flessner at dflessner@timesfreepress.com or at 423-757-6340.

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