The move incorporates its main brands, loader crane manufacturer Hiab, port handling equipment provider Kalmar and maritime crane manufacturer MacGregor, who all now share a common symbol – the Cargotec elephant.

The Cargotec elephant will be displayed on most products together with the three brands. Cargotec said the trio already have “a strong reputation within Cargotec’s customer base” and, as such, products will be branded with these names.

In addition, Cargotec’s on-road load handling brands Multilift, Moffett, Loglift and Jonsered will be transferred into product names which are promoted as Hiab brands.

“We want to build a stronger Cargotec brand for our customers and other stakeholders,” said Cargotec’s President and CEO Mikael Mäkinen.

“The new look and the stronger Cargotec brand are built on a sound foundation of shared values that we have defined, together with our personnel, to guide our daily operations: sustainable performance, global presence – local service and working together.”