Neutral consolidator CFR Freight has unveiled its new visual identity and brand positioning – a move that has been well received in the logistics industry.
Undertaken in partnership with their majority shareholder, SACO Shipping GmbH in Germany, as of 1 January 2022 the company will be known as SACO CFR.
“The announcement has been very well received both internally and externally,” said joint Group CEO Martin Keck. “Our staff and customers alike have welcomed the move and it is seen as a very positive development.”
Keck said the decision to rebrand was an acknowledgement of the long-standing relationship between CFR Freight and SACO shipping that has held equity in CFR since 2008 and been the majority shareholder since 2015.
“It is putting the emphasis on the fact that we are a global family, highlighting our international connection and network,” he said emphasizing that it would by no means impact on the local company culture.
“As much as we are rebranding and announcing change there is also much that is not changing,” said Keck indicating the culture and ethos of CFR Freight would remain in place as they continued to live up to their slogan of shifting clients’ worlds. “The CFR Freight culture and the positive client/employee experiences with seamless transitions will continue. This is not a buy-out or a take-over by SACO Shipping of CFR Freight. It is a positive move in every aspect. We have been working closely with SACO Shipping for years and as our majority shareholder it simply felt right to acknowledge this relationship and their involvement at this time.”
Dave Graham, joint Group CEO, agreed saying whilst the difficult economic environment amidst a global pandemic would not necessarily be considered ideal timing for a rebranding exercise, it did in fact make sense for CFR Freight and SACO Shipping. “The recognition of our majority shareholder and the many benefits that we see from our brand association is something that we are genuinely excited about, so it made sense to move ahead and do this now. We also realised that many of the benefits are even more relevant in a difficult market, so there is actually an advantage to doing this sooner rather than later.”
This included improved buying power and procurement options for the company. It also allowed for exciting synergies in the fields of information technology, people development, services and product enhancements.
Both Keck and Graham are upbeat about the future despite the ongoing challenges posed by the Covid-19 pandemic. “There is still much volatility in the market and we don’t foresee any change in that in the foreseeable future. Now more than ever it is important for businesses to be flexible and agile,” said Keck. “Our association with SACO Shipping bids well for us as a company and our customers allowing us to react proactively to the challenges we are dealing with on a daily basis.”
