HMM debuts new look

HMM, South Korea’s flagship carrier formerly known as Hyundai Merchant Marine, has unveiled a rebrand.

The new logo is meant to represent the bow of a huge ship, but some wags have said the rebrand gives the struggling carrier the look of flatlining.

According to a release, the blue HMM letters in the new logo embody the shape of the front of a large ship crossing the ocean, and the red line on top represents the rising sun on the horizon where the ship is sailing.

The rebrand was unveiled in Seoul today by president Jae-Hoon Bae. Bae took the reins at HMM just under two months ago, having previously worked with local supply chain firm Pantos Logistics.

HMM has been one of container shipping’s poorest performers for many years. In the first quarter it notched up an operating loss of $89m, bringing its cumulative losses since 2012 to almost $3bn.

The carrier moved to become an acronym last year, ditching the Hyundai Merchant Marine name a couple of years after it had split from the Hyundai Group.

Sam Chambers

Starting out with the Informa Group in 2000 in Hong Kong, Sam Chambers became editor of Maritime Asia magazine as well as East Asia Editor for the world’s oldest newspaper, Lloyd’s List. In 2005 he pursued a freelance career and wrote for a variety of titles including taking on the role of Asia Editor at Seatrade magazine and China correspondent for Supply Chain Asia. His work has also appeared in The Economist, The New York Times, The Sunday Times and The International Herald Tribune.
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