The new Cargotec logo on one of its service vans

Cargotec's Moffett brand will be the first line rebranded as part of the handling specialist's new corporate-wide strategy.

Vice president of corporate communications Minna Karhu tells Forkliftaction.com News that Cargotec is "pursuing its goals as a unified company" and aims to be "truly service-oriented".

She explains that Moffett truck-mounted forklifts will have "Moffett" as a product name, displayed on the products and in marketing materials along with the Cargotec logo and the Hiab logotype.

Other products within the Cargotec company will be branded under the company's three main brands.

"The strategic market-leading daughter brands Hiab, Kalmar and MacGregor are all part of the Cargotec family and they all have their long track records among their customers in industrial load handling, heavy load handling, container handling and marine cargo and offshore load handling," Karhu says.

Cargotec has also unveiled a new logo, a black elephant, which will be displayed in materials with its three brands.

"The elephant stands for strength, long life, reliability, trust and lifting, which all fit well with Cargotec and our business. [It also] symbolises our dedication to providing intelligent handling solutions that meet and surpass the toughest environmental standards," Karhu says.

"We want to build a stronger Cargotec brand for our customers and stakeholders. The new look and the stronger Cargotec brand are built on a sound foundation of shared values we have defined together with our personnel to guide our daily operations," adds Cargotec president and CEO Mikael Mäkinen.

Besides Moffett, Cargotec's other on-road load handling brands Loglift, Multilift and Jonsered will be made product names and the products promoted under the Hiab brand.

The new logo will be gradually implemented from 2009 to 2011. Cargotec recorded sales of EUR3.4 billion (USD4.75 billion) in 2008 and it employs about 11,000 people.