Cargotec’s Brands to Share Elephant Logo

Cargotec continues to implement its common visual identity by launching new product labeling for its Hiab, Kalmar and MacGregor brands. Before the end of 2011, all new Hiab and Kalmar products will have a Cargotec elephant logotype, the product brand name, and model designation labels. MacGregor product labeling with the new logotype has already started.

"We will start using our common elephant logo in all new products that we deliver to market," says Anne Westersund, Cargotec's vice president, communications and marketing. "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."

The Cargotec elephant 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.