KCI Konecranes is unveiling a new refocused and unified global masterbrand strategy and identity, which includes dropping KCI from the brand name. The streamlined Konecranes brand will also emphasize its delivery of productivity enhancing lifting solutions and services, by adopting a new global credo – “Lifting Businesses™”.
The aim of the Groups identity development effort is to increase cumulative brand value growth and efficiency, and drive internal integration in the value-added solutions-strategy, while reducing complexity.
“Konecranes is the leading company in an increasingly global industry, and we intend to grow the value of our brand as we evolve the company. With the new brand identity, we are introducing a simplified brand name structure to focus on and leverage the core brand equity, which lies in the Konecranes-name”, says Pekka Lundmark, President & CEO.
Group company names will start by ‘Konecranes’ and the three business area names have been changed to Standard Lifting, Heavy Lifting and Service. Consequently, the Board of Directors has also expressed its intention to convene an extraordinary general meeting later in 2006 to propose a new parent company name, Konecranes Plc.
Group company brands that do not have clear complementary roles will be integrated with the group and main global brand. However, the brands Morris, Stahl CraneSystems, SWF, R&M, Verlinde, Meiden and P&H will be retained in order to optimise coverage in all markets and segments.
The new corporate credo “Lifting Businesses™” will be used as a tagline to the new Konecranes logo worldwide. “The promise of Lifting Businesses™ reflects a company-wide commitment to developing advanced lifting solutions and services that help increase our customers’ productivity and profitability, thus showing that we’re not just about lifting things, but entire businesses,” explains Mr. Lundmark.
The new Konecranes logo expresses reliability, strength and timelessness. The shape of the starting letter K carries a reminder of the heritage and the previous identity, and the tilted C – resembling a hook – reflects the core competence of lifting.
The Stockholm-based global brand development agency Grow Partners have acted as consultants in the re-branding project, and the new identity is designed by Jari Ullakko and Helena Leach.
A renewed web site (www.konecranes.com) has also been launched today with improved navigation and new look. Downloadable new logos can be found at the Media section of the web site.
Further information can be obtained from
Pekka Lundmark, President and CEO, phone +358-20 427 2000
Franciska Janzon, Manager, Corporate Branding, phone +358-20 427 2043
KCI Konecranes is a world-leading group of lifting businesses, serving process industries, shipyards and harbours with productivity-enhancing lifting solutions and services: From light and heavy-duty lifting systems to maintenance services for cranes of every make. In 2005, group sales totalled EUR 971 million. KCI Konecranes has 7,000 employees, at more than 330 service locations in 38 countries. KCI Konecranes is listed on the OMX Helsinki Stock Exchange (symbol: KCI1V).
