HE Al-Sada, along with Qatar Navigation board members, unveils the new corporate identity
Fast expanding Qatar Navigation will now be known as ‘Milaha’, in an image makeover to reflect the synchronisation of strategies, businesses and geographic reach and at the same time retain its Arabic roots.
The company -- whose key thrust areas are maritime and logistics, offshore, gas, petrochemicals, trading and capital -- on Thursday unveiled its new identity and logo, launched by HE the Minister for Energy and Industry Dr Mohamed Saleh al-Sada in the presence of its board members and other invited dignitaries, clients and partners.
“As a result of achievements and our continuous expansion in terms of activities and fleet, it has become necessary to set a new strategic direction, vision and structure so that we can better serve our clients, widen our client base, and reinforce our position in the market going forward,” Sheikh Ali bin Jassim bin Mohamed al-Thani, Qatar Navigation chairman and managing director, said.
Stressing that it aims to do this by providing integrated, synchronised services and expanding the geographical reach of its businesses, he said “we believe this is our path to achieve sustainable growth and guarantee better returns for our shareholders.”
A section of the audience. Also seen is Commercialbank Group CEO Andy Stevens
The themes of synchronisation, collaboration and solutions focus were woven through the entire event to bring attention to Milaha’s brand values and promise to deliver “synchronised solutions that mobilise business”.
The new appearance has purple as the foundation colour, linking to the maroon of Qatar, and the secondary colour is orange, expressing its enthusiasm and optimism; while the typeface is solid, bold and simple. It is a seal, a promise to its clients to deliver integrated solutions that simplify their international supply chains and mobilise their businesses, according to its spokesman.
“Our international presence is crucial to achieving new vision and ambition. This requires a transformation in our structure and the way we provide our services, coupled with a careful expansion of business and collaborations with international blue-chip companies,” Sheikh Ali said.
The ceremony featured a unique performance from Austrian shadow motion artists, ‘Flow Motion’, which 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.
‘Milaha’ has become a large, diversified strategic holding company.  Yet as diverse as the company has become, it has always succeeded through unity and synergy: every part working together for the good of the whole through shared values and ethics, the company said.
“Our balance sheet is strong and this, combined with our new, integrated structure and top-notch capabilities will enable us to implement our new strategy. 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,” he said.
It decided to synchronise the name ‘Milaha’ in both Arabic and English across its businesses and believes it’s a name that celebrates the company’s Arabic roots and builds on its brand recognition in the region.