The GAC Group launched a new growth strategy - and a new logo - to take it forward to 2012.
'Vision Y - Global Values' is a natural extension of the previous 'Vision X - Global Reach' strategy which laid the foundation for GAC's successful drive to become a recognised global player in its core businesses.
For Group President Lars Safverstrom, the new five-year plan both builds on the growth momentum created over the past five years and adds an important values component.
"Rapid growth is good for the bottom line and for extending services to all corners of the globe, but maintaining your core values is a challenge in such circumstances," he says. "Vision Y - Global Values puts renewed
emphasis on our operating culture, which is unique in the business world.
Our guiding values reach beyond cultural and geographical differences and add a strong human element to everything we do. For example, we truly value long-term partnerships with our customers and with our operating partners around the world.
"This is evident in our relationship with NYK, dating back to 1958 and with our many business partners in the Gulf region from the late 50s and early 60s. These values are also in play internally and have a direct
impact on our HR policies and practices."
He sees GAC's values as a market differentiator and reports that many observers are amazed at how successful GAC's 'values-based' business model has been.
The new GAC strategy brings with it a new logo. It has clear connections to the previous logo while updating it to suit the times and to reflect the global reach of the GAC Group.
Group Communications Director, Esther Oon-Bybjerg, says the logo has plenty of hard work to do as the visual marker for the GAC brand.
"The new design works effectively in all the established print and broadcast media but also works better in the new online media," she says.
"It's an updated visual anchor for the many campaigns and marketing initiatives we are involved in."