CoreBrand Lifts APM Terminals to Win 2012 Rebrand 100 Notable Award

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Top Brand Strategists and Designers Lead Rebranding Effort to Strengthen Client’s Positioning as an Independent Brand

CoreBrand, a leading brand strategy and design firm, today announced that its client, APM Terminals, was recognized in the Notable category of the 2012 REBRAND 100® Global Awards. This award acknowledged APM Terminals’ recent work with CoreBrand to evolve its brand identity.

“It’s been our privilege to work with a major industry leader like APM Terminals as it transitions into becoming an independent brand,” said James Gregory, CEO of CoreBrand. “We are pleased that we were able to help APM Terminals demonstrate its commercial independence graphically and strategically without losing the legacy of its parent company. As APM Terminals works to gain new business in a highly competitive industry, its revitalized brand identity will continue to be a valuable asset.”

CoreBrand was hired by APM Terminals to help the company identify the best brand strategy to reach its commercial ambitions. As one of the largest terminal operators in the world in an increasingly competitive and ever-growing industry, CoreBrand’s research and strategy revealed that APM Terminals would be able to grow more rapidly by establishing its own visual identity that would appeal to more than 60 shipping lines. APM Terminals and CoreBrand’s challenge was to build a distinctive brand platform and identity with a unique character that will help APM Terminals’ future growth goals.

APM Terminals and CoreBrand chose to shift APM Terminals’ positioning by focusing on the benefits that it offers to shipping lines and port authorities in addition to being a necessary part of the cargo container infrastructure. CoreBrand worked with APM Terminals to design a logo and develop a new “graphic tagline.”

“This program was all about balance,” said Andrew Bogucki, Executive Creative Director of CoreBrand. “Deciding what to keep and leverage and what to change was vital to the overall success. Maintaining certain core identity elements helped to both maintain a link to the corporate brand and minimize implementation costs, while the graphic tagline gave the overall face of the brand new consistency and energy.”

With the new identity system and tagline, “Lifting Globe Trade,” APM Terminals was able to position itself as an essential component in the global economy. Clients responded favorably to the rebranding efforts and supported the new identity, and business results for 2011 exceeded expectations and demonstrated increased growth.

APM Terminals’ new branding was globally launched on May 2, 2011.

About CoreBrand
CoreBrand, an independent branding firm based out of New York, is the only firm that links brand identity to financial performance through data and analysis. CoreBrand helps organizations understand, build, express and measure their brands. Thanks in part to its unique CoreBrand®Analysis, the company is able to gauge the impact of a brand initiative upon the success of an organization. CoreBrand is the creator of Corporate Branding Index®, a 20 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries. To learn more about CoreBrand please visit

About REBRAND™ and the REBRAND 100® Global Awards
REBRAND™ is the world's leading resource for effective brand transformations. The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands. Featured in such media as The Wall Street Journal, CNN Money, Bloomberg Businessweek, various magazines and books, the annual competition has entry deadlines in late September. The full 2012 winners showcase is at

About APM Terminals – providing the port and inland infrastructure to lift global trade
APM Terminals’ Global Terminal Network of ports and inland services provide the necessary infrastructure and support for the increasing growth of international trade, 90% of which travels by sea. International commerce is an economic growth engine, creating jobs, lifting economies and helping to improve people’s lives around the world. APM Terminals has one goal: to be the best port operator in the world. Their core expertise is the design, construction, management and operation of ports, terminals and inland services. With world headquarters in The Hague, Netherlands, APM Terminals is the world’s leading port and inland operator with 63 port facilities in 36 countries and providing Inland Services operations in over 150 locations in 46 countries.

For more information or to schedule an interview with a CoreBrand representative, please contact Katherine Herring of Levick Strategic Communications at 202-973-1315 or kherring(at)levick(dot)com

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Katherine Herring
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