Operator Allport is marking its 50th anniversary this year by introducing a new corporate identity and livery to 380 vehicles across its fleet in the UK.

Allport Cargo Services was adopted by subsidiaries and joint-venture partners in countries around the world last year, with the UK the final part of the operation to take up the new name.

The redesign is part of a marketing push intended to strengthen its image within the retail market, where it works with the likes of Sainsbury’s, Asos and House of Fraser.

Allport merged with long-standing partner CS Logistics in 2010. Its UK headquarters is in Cowley, Middlesex, and it provides services such freight forwarding, contract logistics and warehousing.