The vehicles, three arctic units, four 18-tonne vehicles and four trailers – all in the new striking black and white design, instead of the former green, were unveiled at a launch on March 1.
As a member of Palletforce, the UK’s leading palletised distribution network, White Logistics has also invested in a new Palletforce trunk trailer in their orange livery which was also on show at the launch.
The investment takes the Pershore-based company’s fleet up to 52 vehicles and 40 trailers.
Will Stracey, Commercial Director at White Logistics, said: "This investment is necessary to support our current growth as we are continually attracting new customers as well as supporting our existing customers to increase their business.
"There are so many vehicles on the roads that we decided to do something memorable and striking. As our vehicles are our biggest advertisement of our company and are seen throughout the UK, the radical black and white designs are definitely memorable and striking.
"We’ve gone for patterns that look simple at first glance, but actually mimic the twists and turns a vehicle makes as it goes about its journeys."
The rebrand also includes a new logo and uniform as well as sponsorship of Academy Motorsport, a local race team who have two cars in the Ginetta Challenge which will be shown on Sky TV and whose driver Sean Huyton finished third last year.
It was launched at White Logistics’ hub in Pershore where the uniform and vehicles were unveiled to staff and customers.
This is just the first phase of an ongoing project to revamp the company’s image and the next step will be a complete overhaul of their website.
The rebrand was instigated after White Logistics was chosen by the Design Council to be part of their Designing Demand project, which sees teams of designers analysing a business before developing ways to improve it, including everything from branding to procedural issues.
These projects have been undertaken to ensure Whites remains at the forefront of the haulage industry, delivering on quality of service and planning for the future with a five-year growth strategy firmly in place.
Will added: "It is not just a new livery, the idea is that it supports and communicates our values and vision as a company.
"Our new slogan is ‘problem solved’ and that captures how we deal with things here, we never say ‘no’.
"We specialise in dealing with awkward loads and we get a lot of customers that other transport companies have turned away.
"The whole brand has been built around our can-do, positive attitude."