02.07.2009
Cargotec has defined a new corporate-wide branding strategy and
launches a new visual look, which is aimed at strengthening the
Cargotec name and its main strategic brands Hiab, Kalmar and MacGregor.
The new brand strategy supports Cargotec’s ‘One Company’ approach and
is built on the strong reputation of its market leading brands.
Cargotec’s
visibility is more prominent in the common new visual identity of all
these brands. They all share a common symbol, the elephant. The
Cargotec elephant will be displayed in most of the materials together
with the three main brands Hiab, Kalmar and MacGregor. These three
brands all have a strong reputation within Cargotec’s customer base
and, also in the future, the products will be branded with these names.
To support the new branding strategy, Cargotec’s on-road load handling
brands Multilift, Moffett, Loglift and Jonsered will be transferred
into product names which are promoted as Hiab brands.
”We
want to build a stronger Cargotec brand for our customers and other
stakeholders. The new look and the stronger Cargotec brand are built on
a sound foundation of shared values that we have defined, together with
our personnel, to guide our daily operations: sustainable performance,
global presence – local service and working together”, says Cargotec’s
President and CEO Mikael Mäkinen.
”We keep cargo on the
moveTM” is our promise that we give to our customers. With the help of
our reliable and sustainable solutions and service our customers are
able to move their cargo safely and efficiently”, Mr. Mäkinen states.
Implementation of the new unified visual identity will be undertaken gradually from 2009 until 2011.