The so-called “refocused and unified global masterbrand strategy and identity” included the axing of KCI from the brand name.

The “streamlined” Konecranes brand will aim to emphasise its delivery of productivity enhancing lifting solutions and services, by adopting a new global credo – “Lifting Businesses.”

President and CEO Pekka Lundmark said: “Konecranes is the leading company in an increasingly global industry, and we intend to grow the value of our brand as we evolve the company.” He added: “With the new brand identity, we are introducing a simplified brand name structure to focus on and leverage the core brand equity, which lies in the Konecranes name.”

Group company names will start with the company name – Konecranes – while the three business area names have been changed to standard lifting, heavy lifting and service, respectively.

Consequently, the board of directors has also expressed its intention to convene an extraordinary general meeting later in 2006 to propose a new parent company name – Konecranes Plc.

Group company brands that do not have clear complementary roles will be integrated with the group and main global brand. However, the brands Morris, Stahl CraneSystems, SWF, R&M, Verlinde, Meiden and P&H will be retained in order to optimise coverage in all markets and segments.

The new corporate credo “Lifting Businesses” will be used as a tagline to the new

Konecranes logo worldwide. Lundmark explained: “The promise of lifting businesses reflects a company-wide commitment to developing advanced lifting solutions and services that help increase our customers’ productivity and profitability, thus showing that we’re not just about lifting things, but entire businesses.”

The new Konecranes logo is designed to express reliability, strength and timelessness. The shape of the starting letter K carries a reminder of the heritage and the previous identity, and the tilted C – resembling a hook – reflects the core competence of lifting.

The Stockholm-based global brand development agency Grow Partners have acted as consultants in the re-branding project, and the new identity is designed by Jari Ullakko and Helena Leach.