National Transportation Exchange is now just NTE; new identity goes hand-in-hand with expanded business model, company says

National Transportation Exchange, the Downers Grove, Illinois, based transportation-services company, said Monday that it was giving itself a new corporate identity as part of broadening its business model and capabilities.

The company will use the name NTE. It added that it has a new Web site "to help solidify its brand in the burgeoning transportation-services arena."

NTE said that its identity change followed a thorough market review that included guidance from outside experts in managing corporate identity.

"As more competitive alternatives emerge, it's critical that our brand – like our solutions - stands heads and shoulders above the rest," President and Chief Executive Officer James Davidson said. "This repositioning initiative will not only help differentiate us from the others, but it will underscore our ability to drive supply chain value and control for our customers."

The National Transportation Exchange was incorporated in 1994.

NTE has replaced its blue, italic logo with a stand-alone one featuring prominent block letters. Emphasis is on the T, for transportation, NTE's core business. The letters N and the E are outlined and understated, reflecting the company's expansion plans beyond national and exchange.

NTE added that with the change, it would change from dot-net to dot-com status. Its Web address is now www.nte.com. NTE said it made the change after purchasing the domain name from another company that owned the rights. www.nte.net will automatically connect to the new address.

Edited by Michael Lear-Olimpi, Managing Editor, Logistics Online. Reach him at mlear-olimpi@verticalnet.com.