The world’s third largest container shipping liner, CMA CGM, has unveiled a new slogan and visual identity to reflect its new strategy called “Shipping the Future,” as it gears up for its 40th anniversary next year.
On June 28, CMA CGM launched a “new ambition” through a new slogan, a new visual identity, and a new graphic identity. “This new ambition reflects our values of initiative, boldness and imagination, our ability to innovate and our determination to continue the Group’s development,” said Tanya Saade Zeenny, group executive officer.
The changes in the French carrier’s visuals have been made in order to reflect the company’s new strategic course as set by group CEO Rodolphe Saadé, said an official statement.
The latest strategy puts priority on four areas. These are “customer centricity,” or creating genuinely innovative partnerships with customers; continued development in maritime, inland, and logistics sectors; innovation and digitalization; and enhanced expertise combined with an agile organization.
“This new ambition must be reflected in the Group’s image, with a new logo, the eighth since the company was founded in 1978. This logo exemplifies the power and energy of CMA CGM,” said the statement. “Its typography is unique and the two colors are original, recalling the colors of the French flag.”
Meanwhile the new visual will symbolize CMA CGM’s values: initiative, boldness, imagination and integrity. “With this visual, CMA CGM demonstrates that it can go beyond all imaginable boundaries,” said the firm.
Moreover, the CMA CGM headquarters in Marseilles was covered with advertising wrapping (528 square meters on the west face) that “embodies the Group’s power while, at the same time, strengthening its corporate image at the global level.”
The latest company thrust is also relayed via social networks where multiple videos and visuals are posted.
Photo from CMA CGM
