A global rebrand allowed us to not only connect with a global industry leader, but align with them – in ambition and values alike.
A new focus, a strong new brand
On September 24, 2016, Hutchison Port Holdings launched a new company name alongside a new brand – Hutchison Ports. The change in brand represents a new focus on Growth, Progress, Innovation and Ambition. With a long established commitment to a truly global network and the highest standards of service, the change in branding modernises the company’s visual identity and better reflects the company’s position.
Hutchison Ports has a 150-year history that begins in Hong Kong with the Hong Kong & Whampoa Dock Company in 1866. Their network has grown to now comprise of 48 port operations throughout Asia, the Middle East, Africa, Europe, the Americas and Australasia. As one of the world’s largest port operators, Hutchison Ports owns 8.3% of the world market share.
Their new logo (feat. below) represents the flag for their new position; the meeting of sea and sky in blue while the white represents the horizon, angled upwards to signify growth. It echoes established nautical codes while holding a timeless and simple design that’s easy to recognise.
Aligned in values
A rebrand is a defining moment for any organisation. For Hutchison Ports, it was about redefining their position – “The Worlds Leading Port Network” – and casting a vision forward with a strong set of values. Something they’re calling ‘UNITY’. A strong a set of values we not only support but align with – something that made us the perfect candidate to assist them with the implementation of their new brand.
Similarly, we strive to achieve the very best in each and every project. Our integrated services model supports a strong network – giving us our edge, just as it does for Hutchison Ports. Honesty, trust and informed decisions are key ingredients to success in today’s market. And partnership is a big part of delivering positive experiences, every time.
Now as we go forward, we are moving into the strongest position we’ve ever been in. We’ll continue to lead together, across our network, strengthening our position as the leading port operator.
– Eric Ip | Group Managing Director
Engaged to deliver their head office rebrand
It doesn’t get much more important than the Hutchison Ports’ global headquarters in Hong Kong. As a part of the implementation of this fabulous new brand, Diadem has been selected to overhaul the Hutchison Ports’ corporate headquarters and port precinct.
As a trusted advisor on an implementation of such importance we’ve been entrusted to use these spaces to reflect the brand. Bringing the world’s leading port network, their dedication to UNITY and fresh new look into these buildings and spaces is an opportunity to reflect the nuances, details and accents of the brand.
We’re just getting started and we’ll have more to share on this project as we progress. Watch this space…
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