CMA CGM unveils new ambition

Monday, 24 July 2017 00:14 - - {{hitsCtrl.values.hits}}

IN-5 CMA CGM ship in Colombo Port's CICT

The CMA CGM Group recently unveiled its new ambition and image. Group Executive Officer Tanya Saadé Zeenny said: “An extraordinary entrepreneurial adventure, CMA CGM is a family business which has become a world leader in just 39 years. Today it unveils its new ambition through a new slogan, a new visual identity and 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.”

The line said 2017 is a landmark year for CMA CGM, opening a new chapter in its history with the nomination of Rodolphe Saadé as Chief Executive Officer of the group on 7 February, the launch of the Ocean Alliance, the largest maritime operational alliance in the world, and the potential acquisition of Mercosul in Brazil.

Upon becoming Chief Executive Officer, Saadé set a new strategic course with four priorities for the group: customer centricity by creating genuinely innovative partnerships with its customers; continued development in the maritime, inland and logistics sectors; innovation and digitalisation; and enhanced expertise combined with an agile organisation.

This new strategy has been named ‘Shipping the Future’.

The line also launched a new logo stating that the new ambition must be reflected in the group’s imagery with a new logo, the eighth since the company was founded in 1978. This logo exemplifies the power and energy of CMA CGM.

It is built on a unique typography and two new colours, recalling the French national colours. It was designed by the company Brandimage.

All the brands of the CMA CGM Group will adopt this new typography, bringing coherence and strength to the group’s entities.

This visual element symbolises CMA CGM’s values: initiative, boldness, imagination and integrity. It shows the group’s energy and ability to innovate. It is resolutely turned towards the future and innovation and reinforces its image worldwide.

With this visual, CMA CGM demonstrates that it can go beyond all imaginable boundaries. It was developed by DDB Dubai.

For this strategy to be carried by its first ambassadors, the 29,000 employees of the group, an important communication plan was implemented. On the CMA CGM Tower in Marseilles: a 528 m² adhesive visual has been affixed on the tower’s seafront symbol of the group’s strength and reinforcing its image worldwide.

In the tower and in all the group’s agencies worldwide: the 29,000 employees are the group’s first ambassadors and will embody this ambition in the 160 countries where CMA CGM operates.

On social networks: this new ambition is also relayed by social networks where multiple videos and visuals are posted.