“We will start using our common elephant logo in all new products that we deliver to market. Today you can see our equipment for example in terminals, on ships and trucks all over the world, and only during last year, we delivered over 15,000 Hiab, Kalmar and MacGregor products to market. By using our elephant logo in products, we will get more brand visibility globally. The new labels signal quality and sustainability, as well as a strong united Cargotec,” says Anne Westersund, Cargotec’s Vice President, Communications and Marketing.
The Cargotec elephant stands for strength, long life, reliability, trust and lifting. It also has a strong connection to nature and sustainable actions. The logotype has a long history starting from year 1971, significant brand recognition and value.
According to Cargotec’s branding strategy, its daughter brand Hiab is reinforced by transferring former on-road load handling brands Multilift, Moffett, Loglift and Jonsered into product names. These will be promoted as Hiab brands. This change will be carried out at the same time as the new product labeling.