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CMA CGM | Shipping The Future
SHIPPING THE FUTURE: the new ambition of the CMA CGM Group
CMA CGM is first and foremost an original entrepreneurial adventure that started in 1978. It is the story of a Group which has begun on of the leaders on the shipping market, due to its strategic relevance, to its capacity to anticipate evolutions on the market, and to the qualitative work provided by its teams. 2017 will be a milestone year for the CMA CGM Group, with the nomination of Rodolphe Saadé as the Group’s Chief Executive Officer on February 7, 2017, followed by the launch of the largest shipping alliance ever built: OCEAN Alliance. More recently, the acquisition of Mercosul in Brazil constituted a new landmark for this year 2017. Rodolphe Saadé became CEO with a new strategy, a new ambition, translated into 4 corporate priorities:
- A “customer-centered” Group, providing our clients with innovative partnerships;
- A maritime, but also inland and logistic development;
- Innovation and Digitalization, at the heart of the directions taken by the Group;
- A strengthened human expertise, combined with an “agile” internal organization. This new strategy, this new ambition are translated into a baseline: “SHIPPING THE FUTURE”.
The new CMA CGM logo: modernity and strength
The new strategy driven by Rodolphe Saadé had to be reflected in terms of a corporate image, on the Group scale. Thus, CMA CGM changes its look and unveils its new logo, 8th creation from the creation of the Group in 1978. This modern logo conveys power and dynamism, emblematic characteristics of the Group. Its typography is unique and the two colors are original, recalling the colors of the French flag. This new typography will be adopted by each and every subsidiary and brand part of the CMA CGM Group, answering to an objective of corporate coherence and power.
A new visual: embodying the Group’s values
The new corporate visual embodies CMA CGM’s values: sense of initiative, boldness, imagination and integrity. It reflects:
- CMA CGM’s dynamism
- The capacity to innovate emblematic of the Group
- The stature of a leader at the global level
The Group’s 29,000 staff members: ambassadors of this new ambition
A global communication plan was set, putting the 29,000 staff members at the center, as the very first ambassadors. This plan translates into 3 main axes:
- CMA CGM HO in Marseilles: the CMA CGM Tower was covered with an impressive advertising wrapping (528m² on the West face). This adhesive wrapping embodies the Group’s power while, at the same time, strengthening its corporate image at the global level;Check out the 360° picture of the CMA CGM Tower on Facebook!
- Within the Tower and in the local agencies worldwide: the 29,000 staff members are the first ambassadors of the new corporate ambition that they are carrying out in the 160 countries where the Group has established agencies;
- A digital roll-out: this strategy will also be published on social networks, through videos and visuals updated on CMA CGM’s Facebook, Instagram, Twitter, Linkedin, YouTube and WeChat (CMA CGM CHINA) accounts.
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Looking back on the different logos, landmarks in the History of the Group
1978: Beginning of the CMA adventure, Creation of a visual identity
On September 13, 1978, Jacques R. Saadé decided to create a shipping line that connected Marseilles, Livorno, Latakia and Beirut. 1 shipping line, 4 staff members, 1 ship: The CMA (Compagnie Maritime d’Affrètement) was born. With it, a simple and effective logo was created. Three colors are present, referring to the French flag. Blue and red will remain the markers for the Group’s visual identity over the years.
1981: A hastened growth, A new logo reflecting this dynamics
Throughout the three years after its creation, the CMA’s development hastened. In 1981, the Company operated 12 vessels, carried 60,000 TEUs and counted 93 staff members. Since 1980, the CMA had owned its first vessel called Ville-d’Orient. Visionary, Jacques R. Saadé laid the foundation for a multimodal service aiming at delivering the merchandise directly to the clients’ final destinations. The new logo took the form of a flag, recalling a ship’s flag, the emblem of the Company’s activity. It was a more dynamic logo, symbolizing the movement and evolution of the company.
1988: 10 years of existence
In 1988, the CMA celebrated its 10th anniversary and was already the No. 3 in French maritime transport. The Company operated 45 ships on 6 shipping lines, and carried 150,000 TEUs. 125 staff members was part of the CMA, and 9 agencies ensured the Company’s presence locally. In 1986, the CMA had set out for ASIA and anticipated the main role that the continent would play in the years to come. The Company was definitely on a roll. The logo was redesigned so as to increase its dynamic pattern.
1996: Acquisition of the CGM
In 1996, the French State privatized the CGM (Compagnie Générale Maritime) and Jacques R. Saadé's industrial project was selected. The combination of the CMA and the CGM gave rise to a leading international Group in France, with 60 operated vessels deployed on 15 shipping lines, carrying 850,000 TEUs. 2,443 staff members are part of the Group, within the 62 agencies established worldwide. The new logo expressed the global dimension of the Group by revealing the world map and illustrated the combination of the CMA and the CGM.
1999: Merger of the CMA and the CGM, "The French Line"
On September 27, 1999, the General Meetings of CMA SA and CGM SA decided to merge the two companies. The CMA CGM headquarters would be in Marseilles. At that time, the Group had 65 shipping lines taken by its 81 ships, and more than 3,000 staff members. 1.3 million TEUs were carried with CMA CGM, and its agencies network gathered 230 offices. CMA CGM, the 1st shipping company in France, also became the world's No. 12 in this sector and proudly displayed its French identity, "The French Line", as the signature at the bottom of a refined logo, in line with the tendencies of that time: the font was made thinner and more visible, above an unchanged world map.
2004: Accelerating the development
Thanks to its anticipation of the crucial role China would play within the sphere of international economic exchanges, CMA CGM began an exponential growth in the early 2000s. Aside maritime development, managing port operations and rail transport became other strategic axes for the Group. In 2004, the shipping market represented 70% of goods transportations worldwide. Benefiting from its opening to the Chinese market, CMA CGM became No. 5 worldwide. Then, the Group gathered 182 vessels within its fleet. The number of staff members increased above 8,000, and more than 4 million TEUs were carried through the 76 Group’s shipping lines. 417 agencies were deployed locally. During this new milestone year, the logo was redesigned: the typography was preserved, but the world map was filled with squares suggesting containers. The idea of a dynamics depicted in the first logos was repeated: it was symbolized by the apparition of the two waves.
2008: 30 years of success
CMA CGM celebrated its 30th anniversary: 30 years of an extraordinary human adventure that made the Group the world's No. 3. The fleet gathered 395 vessels and its staff members were 16,700, that is to say twice more than 4 years previously. 8.88 million TEUs were carried through the 200 shipping lines. The agencies network also grew, with more than 650 offices in 150 countries. 2008 was the year when the corporate website was redisigned for the 1st time. The need for a simplified, purified logo, designed according to the visual trends of that time, led to the removal of the world map in the background of the logo.
2017: CMA CGM « Shipping the Future »
In view of its 40th anniversary, the CMA CGM Group changes its look with a new visual identity. 3rd shipping company worldwide, and number one in France, CMA CGM is an international Group, made stronger thanks to its subsidiaries. Over the 2016 year, the CMA CGM fleet gathered 449 vessels, with 15.6 million TEUs carried through more than 200 shipping lines, serving 420 ports of call, in 160 countries. More than 29,000 staff members are working within the Group worldwide, within more than 600 agencies and/or at sea. The new CMA CGM visual identity stresses the international dimension of a Group made of numerous subsidiaries. Aside from giving room to the specificity of each and every subsidiary, the 2017 visual identity puts forward the corporate coherency, the hyphen gathering all the elements of the CMA CGM Group.