HMM Unveils New Corporate Identity

South Korean shipbuilding major Hyundai Merchant Marine (HMM) has launched a new corporate identity (CI) in an effort to enhance its brand equity.

According to the company, the CI reflects HMM’s “vision and ambition to take a leap forward to the bright future”.

"The new CI features a pride of Korea’s national flagship carrier as well as an intuitive grasp of shipping business. The blue HMM letter embodies the shape of the front of a large ship crossing the ocean, and the red line on top represents the rising sun on the horizon where the ship is sailing," said a press release from the company.

HMM CEO Jae-hoon Bae said, "It is memorable and meaningful for HMM to introduce its new CI today, which is expected to elevate the brand equity and value of the company", and also stressed that, “Based on the strong dedication and willpower that all employees have demonstrated, HMM will make a fresh resolution to become a global top-rated carrier in 2022.”

Last October, HMM had presented its target of expanding fleet capacity to 1 million TEU and posting USD 10 billion in annual revenue by 2022.