Aramex on Tuesday 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.

The updated look marks the biggest change in the company’s visual identity to date, said a company official.

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.

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.

According to company senior executives, the last creative stroke to the brand was more than 10 years ago.

'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,' they said.

“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 $850 million and annual revenues reaching $485 million in 2007.

“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.-TradeArabia News Service