Aramex to go global with new look

Logistics and transport provider Aramex has acquired a new corporate identity as part of its efforts to expand globally from its Middle East home territory.

Its new image is designed to reflect the growth of the company from a regional transportation provider into a major player in the global logistics marketplace.

The rebrand – which went live on Tuesday in the UAE, Saudi Arabia, Jordan and Egypt – will be rolled out on all Aramex packages, vehicles, materials, uniforms and facilities across the region in June, with global rebranding expected to be completed by the end of the year.

The launch of the new image follows extensive research conducted by an outsourced team of experienced branding specialists.

"Rejuvenating the brand at this time was the logical thing for us to do," said founder and CEO Fadi Ghandour. "We have evolved as a company and are in a very different place than we were a decade ago – we needed a new brand position to articulate that.

"Our new identity is closer to how we see ourselves and truly represents Aramex – an energetic, flexible, and progressive company."

Hussein Hachem, Aramex, CEO for the GCC, told Emirates Business: "Aramex has bigger dreams in terms of expanding its activities to all corners of the globe and the new look will help us to achieve these dreams.

"The company has progressed over the years by expanding into various sectors but its image had not changed to reflect that. We will use our new image to achieve our long-term global expansion plans."

Aramex was the first company with Middle East roots to be listed on Nasdaq and the first to issue a corporate sustainability report. It aims to become the first carbon-neutral company in the industry.

The company has transformed itself over the past decade to become a major global logistics player, with a market capitalisation of Dh3.1bn and annual revenues of Dh1.8bn in 2007.

Aramex's revenues for the first quarter of 2008 rose by 24 per cent to Dh494.4m, surging from Dh399.6m posted in the same period in 2007, while net profits for the first quarter of 2008 rose by 21 per cent to Dh36.2m from Dh29.9m for the same period last year.

To complement the brand's evolution the company has adopted a new slogan – "delivery unlimited".

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