Pitt Ohio, the Pittsburgh-based company long known for its regional less-than-truckload (LTL) service, has launched a rebranding initiative aimed at highlighting its truckload, supply chain, and small package businesses as well.

The company dropped "express" from its formal name, unveiled a revamped logo, and launched a new website as part of the effort.

President Charles Hammel III, in a telephone interview, said that the company began to expand its services several years ago. "We decided that strict LTL service had become more commoditized. It was less about a specific mode and more about the supply chain—how to speed it up and make it affordable." The carrier launched its truckload service in 2005 and later added the supply chain services—essentially dedicated contract carriage for customers looking to get out of the private fleet business. In late 2009, it added ground small-package service.

Geoffrey Muessig, the carrier's executive vice president and chief marketing officer, said the decision to rebrand was the result of research indicating customers associated the word **ital{express} with LTL and next-day services. "We rely on LTL to fuel our growth and profitability, but we looked to shine a spotlight on our other capabilities," he said.

The new website, www.pittohio.com, was also designed to provide a more comprehensive picture of Pitt Ohio's services, he added.