Cargotec launches new branding strategy

According to the company, Cargotec’s visibility is more prominent in the common new visual identity of all these brands which all share a common symbol, the elephant which will be displayed on most materials, together with Hiab, Kalmar and MacGregor which will continue with their brand names.

“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 to guide our daily operations: sustainable performance, global presence – local service and working together”, says Cargotec’s President and CEO Mikael Mäkinen.

Implementation of the new unified visual identity will be undertaken gradually from 2009 until 2011.