Aramex revealed a new corporate image last week that has been implemented in UAE, Saudi Arabia, Jordan and Egypt. The re-brand included a new logo, where they went from an all-caps logo to a logo with small letters, I like that, I hate capital letters. As for the slogan, they’ve replaced the previous one “total transportation solution” with a new one: “delivery unlimited”, much better as it stands for their global expansion, aramex now has offices in all continents.
I know many people had bad experiences with aramex, some blogged about it, but to me I found them professional and a freight company that you can rely on, I used to work in a company where I was in charge of competitions in the whole Arab world, and I used to ship prizes through aramex; laptops, cameras, mobiles, electronics… etc., they used to package them in a special way to ensure a safe delivery. I remember my boss asked me to buy some books from amazon, I did and I used Shop&Ship to get these books, and I did.
I don’t work for aramex, and I has nothing to do with them, but to be honest they are one of few really good Arab companies.
Read their press release:
New look signals evolution of Aramex
Aramex today unveiled a new corporate image that is designed to catch up to the rapid growth of the company from a regional transportation solutions provider into a major player in the global logistics marketplace, with an updated look that marks the biggest change in the company’s visual identity to date.
Over the past decade, Aramex has become one of the Middle East’s leading brands in terms of exposure and recognition, and has long been considered one of the most respected and admired companies in the region.
Senior executives say that the last creative stroke to the brand was more than 10 years ago, and that the new logo more accurately reflects what Aramex represents today - a highly dynamic, global company whose vitality and innovation are fuelled by the passion of its people.
‘Rejuvenating the brand at this time was the logical thing for us to do. We have evolved as a company and are in a much different place than we were a decade ago - we needed a new brand position to articulate that, said Fadi Ghandour, Founder and CEO of Aramex.
‘Our new identity is closer to how we see ourselves and truly represents Aramex - an energetic, flexible, and progressive company.’
Following on a 26 year history of milestones, Aramex was the first company with Middle East roots to be listed on the NASDAQ, the first to issue a Corporate Sustainability Report, and aims to become the first carbon neutral company in the industry.
Evolving from its humble beginnings, the company has transformed over the past decade to become a major global logistics player, with a market capitalization of over USD 850 million and annual revenues reaching USD$485 million in 2007.
To complement the brand’s evolution, the company has adopted a new slogan - ‘delivery unlimited’ - a tagline which, with its longevity and ambition, seeks to match the company’s vision.
‘Aramex will always go the extra mile to deliver - not only to our customers, but to our people, to our stakeholders, and to our communities. There is really no limit to our potential,’ said Ghandour.
Building its business on sustainable practices, the company continues to set its sights high, proving that corporations can be a force for change by playing an active role in the progress of communities.
By adopting initiatives which are helping the company reduce its environmental impact and contribute to a better future, the Aramex brand has also become synonymous with sustainability - a responsibility that the company takes to heart.
The re-brand - which goes live today 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 full completion of global re-branding expected by end of year.
Once I had an interesting debate with a friend about mixing brands with products they represent, whether if it’s healthy or not, I believe it could be an advantage if the brand knew how to benefit out of it, I mean to go smart and heavy in advertising and PR.
I grew-up in Saudi Arabia, there was a well-known tissues brand called “Kleenex”, all of the sudden the word Kleenex replaced the word tissues, and then we had more adaptation for this word, like kleenexeh for a single tissue, kleenextain for two, and so, in Jordan, the dominating brand is “Fine”, again fine is the alternative for tissues, fineh for one tissue, finetain for two, and so on.
I remember that Jeep from Chrysler tried to benefit of a confusion between Jeep the brand and Jeep the term that people use to call SUVs and 4X4, they used to say: no jeep but Jeep, I don’t think it really worked.
Seems like Coca-Cola is facing the same situation with its competitor, PEPSI, many people believe that this carbonated black drink is PEPSI not cola, it is tattooed in their brains, and I think I’m not an exception most of the time. The other day I saw a Coca-Cola refrigerator full of their new Zero product, so I thought to myself: Oh PEPSI I’m gonna grab one!
I laughed as I remembered an old joke about Coca-Cola trying to go aggressive to make it clear to Jordanians that they are a different brand that produces cola, drink just like PEPSI does, they went to a city and branded everything; buildings, streets, shops even people, lots of giveaways were given, celebrations and carnivals, and of course free Cokes all day long.
But what was the result of that, they interviewed a person on TV and he said that they painted everything red, they gave us cool gifts and they distributed free PEPSI all day long!
I think Coca-Cola needs an intensive educational campaign to get more consumers to use the term Coca-Cola instead of PEPSI whenever they point or think of Coca-Cola.
I’m organizing the first conference about blogs is here, iBlog… iMedia! The event will be in 19th of April 2008, the venue is not confirmed yet, but hopefully soon it will be.
The event is an opportunity for marketers and media professionals to explore the amazing world of blogging, and at the same time a chance for bloggers to realize the potential of their blogs as an advertising and PR outlet.
Attendance for bloggers is FREE! And for non-bloggers it costs only 100 $. Reserve your seat today, register here!
If you are a blogger, an online media professional or a marcom professional and you are interested in becoming a speaker at this conference, all you have to do is to contact me!
Sponsors, you are more than welcomed! Please check out the sponsorship packages here. Bloggers and media houses, your support is needed! Please come forward!
~ Below is the press release: ~
casualPR, the leading PR agency that focuses on the blogs and online journalism, announced the first conference about blogging in the Middle East, “iBlog… iMedia”. The event will be held in Amman Jordan on the 19th of April 2008.
The conference, which is the first of its kind in the Middle East, will tackle blogs from a media and marketing perspective, with a focus on potentials and risks that brands and traditional media is facing with this growing medium.
“iBlog… iMedia aims to bring media and marketing professionals closer to Blogs, and to highlight the role that bloggers are playing in changing the face of the media” said Samer Marzouq, CEO of erabia, the mother company of casualPR.
He also added: “Bloggers are competing with traditional media in attracting readers, search engines deal with blogs in the same way it deal with news sites and online media operators, and in some queries, blogs appear before well-known sites in search results.”
The event is a unique opportunity for marketers and media professionals to explore the world of blogging, and at the same time a chance for bloggers to discover the potentials for their blogs as an advertising and PR outlet.
Marzouq concluded: “Bloggers have the tools and the ability to judge brands and to give either positive or negative feedback on different products and services, this is a new form of word-of-mouth, and it’s even more effective than ever due to the wide reach a blog can achieve.”
iBlog… iMedia is expected to attract delegates and speakers from various professions, bloggers and journalists, as well as professionals from the marketing, media, PR and advertising fields.
