DOHA: Qatar Navigation, the first public shareholding company registered in Qatar has launched its new corporate identity, Milaha, with a promise to deliver "synchronised solutions that mobilise business".
The glittering launch ceremony at La Cigale Hotel on Thursday was attended by high-ranking officials, Qatari business leaders, clients and partners.
"Our new identity and logo work seamlessly with our new strategy, communicating our positioning of synchronised solutions, yet preserving our unique Arabic character through the combination of both the Arabic and Latin trade name," said Sheikh Ali bin Jassim bin Mohammed Al Thani, Chairman and Managing Director of the company while addressing the ceremony.
The ceremony also featured a unique performance from Austrian shadow motion artists, Flow Motion, that showcased the values of the Milaha brand before coming together to reveal the Milaha logo in Arabic. This was the first performance in the GCC for Flow Motion.
The Milaha brand is about being more responsive to changing markets and customer requirements, and becoming more proactive and customer-focused.
"We will reinforce our presence in the region, entering new sectors in the maritime and logistics industry that strengthen our offering and enable us to provide truly synchronised solutions that satisfy our customers' needs, wherever they are," said Sheikh Ali.
"Our international presence is crucial to achieving our new vision and ambition. This requires a transformation in our structure and the way we provide our services, coupled with a careful expansion of our business and collaborations with international blue-chip companies," he added.
He concluded by saying, "We are setting course for renewed growth. The company we know tomorrow will be better than the company we know today. Therefore it's only fitting that the company, and everyone in it, has a renewed identity."
Today, Milaha has become a large, diversified strategic holding company with core interests in various maritime transport sectors as well as logistics. It has reorganised its business into six strategic units - Offshore, Gas, Petrochem, Maritime & Logistics, Trading and Capital.
Beyond the brand name, the Milaha logo symbolises everything that makes the company unique. From the bold colours and typeface to the carefully designed graphic, everything has been synchronised to promote the company's values, heritage and future ambition.
The typeface is solid, bold and simple. It has been custom designed to show Milaha's strength, expertise and integrity. The graphic above the typeface is a symbol of synchronisation - many different parts working as one whole.
It is a seal, a promise to its clients to deliver integrated solutions that simplify their international supply chains and mobilise their businesses. Qatar Navigation QSC was established in July 1957, as the first public shareholding company registered in Qatar and holds commercial registration No. 1.
The company has since evolved, expanded and diversified into maritime transportation in gas, petroleum products, containers and bulk; offshore support services; port management; logistics services; shipyard; trading agencies; real estate; and asset management. The legal entity, Qatar Navigation (QNNS), is publically listed on the Qatar Exchange and represents almost 5 percent of the Qatar Exchange Index.
© The Peninsula 2011
