Cramo’s and Ramirent’s joint venture company for the operations in Russia and Ukraine, Fortrent, launches its logo and corporate identity
Cramo’s and Ramirent’s joint venture company for the operations in Russia and Ukraine, Fortrent, launches its logo and corporate identity.
Fortrent is the leading equipment rental company in Russia and Ukraine with 22 rental outlets in Russian locations including Moscow, St Petersburg, Yekaterinburg and Kaluga, and Ukrainian locations including Kiev and Odessa. The consolidated sales in 2012 amounted to € 52 million with some 400 employees. The parent company Fortrent Oy, owned and controlled 50/50 by Cramo and Ramirent, has been created as a Finnish limited liability company.
"The name Fortrent was selected to reflect the strength and reliability of this new player in the Russian and Ukrainian markets and builds upon FORT/FORCE. The word «форт» in Slavic languages comes from Latin via French and means fortress”, says Mr Jarmo Laasanen, “integration captain” on behalf of both Cramo and Ramirent.
“The new logo for Fortrent has a modern and technical feel fitting the strong capabilities and expertise that has been combined in Fortrent. The main colour orange is the combination of the two founding companies main brand colours. The grey metallic colour signals Fortrent’s strong capabilities and reliability through state-of-the-art rental machinery and technology in its offering” says Mr Anders Collman, Director Corporate Communications and Branding at Cramo.
“The integration process of Cramo’s and Ramirent’s operations in Russia and Ukraine is proceeding according to plan and now with the complete company identity we can start to build the brand awareness for Fortrent”, says the Fortrent’s CEO Mr Grigory Grif.
Co-operation partner for the naming and graphical identity of Fortrent was the Russian PR-agency Newton PR & Communications.
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