Cramo and Ramirent finalise branding for Fortrent
By Murray Pollok23 April 2013
Ramirent and Cramo have finalised the logo and corporate identity of their new Russia/Ukraine joint venture company Fortrent.
Jarmo Laasanen, who is leading the integration of Cramo and Ramirent’s operations in the two countries, said the name Fortrent was designed 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”.
In a joint statement, Anders Collman, Cramo’s director corporate communications and branding and Franciska Janzon, Ramirent, director corporate communications and branding, said; “The main colour orange is the combination of the two founding company’s main brand colours. The grey metallic colour signals Fortrent’s strong capabilities”.
Meanwhile, the integration of the Cramo and Ramirent operations continues. Fortrent’s CEO Grigory Grif, said; “The integration process…is proceeding according to plan and now with the complete company identity we can start to build the brand awareness for Fortrent”.