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HMM hopes for bright future with new corporate identity

South Korean shipping company HMM has launched a new corporate identity (CI), or logo if you will, which it says reflects its vision and ambition for a bright future.

The new logo as seen on the bow of a ship (on the left), and in its corporate colours (below), apparently features the pride of being Korea’s national flagship carrier and an intuitive grasp of the shipping business.


While we can see how “the blue HMM letter embodies the shape of the front of a large ship crossing the ocean” – indeed the logo does work rather well on the bow of a ship. We are somewhat more bemused how the sharp dip in a red straight line represents “the rising sun on the horizon where the ship is sailing”. Given shipping businesses unfortunate tendency to lose money it does look a bit like a red line showing losses with a sharp dip.

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.

“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.”

These ambitions are underscored by target set last October to expand its fleet to 1m teu and post $10bn annual revenue by 2022.

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