After almost five decades marked by the iconic gray container, Maersk is entering a new phase by visually aligning its entire logistics fleet. The Danish shipping company has begun implementing its corporate blue color on its containers, integrating them aesthetically with its ships, trucks, aircraft and other logistics assets.
A transformation that reflects global consistency
The color change is not only aesthetic. It represents a comprehensive branding strategy that seeks to reinforce the company’s visual presence at every customer touch point. Sam Poulter, Global Head of Brand and Content, explained that containers are the most visible asset of Maersk and that, by wearing the corporate blue, they symbolize the trust of customers who have entrusted their cargo to the company.
The Panama Line, launched in 1975, was Maersk’s first foray into dry containers and established gray as an icon of reliability. However, the new approach does not erase the past: rather, it incorporates it, maintaining the commitment to logistics excellence now under a unified visual language.
Maersk containers are manufactured on a large scale in Asia
To ensure a speedy transition, Maersk has already has already ordered 85,000 blue units from factories in China. These new units will begin to circulate globally as part of a progressive renewal effort of its logistics inventory.
With more than 120 years in the cargo transportationthe change reinforces a narrative of consistency, modernity and visual cohesion. The initiative seeks to enhance brand perception, simplify operational identification and consolidate Maersk Blue as a universal symbol of trust in the supply chain.
The transformation of containers thus becomes a strategic step for Maersk, projecting its legacy into the future with a consistent visual identity across all its modes of transport.
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Source: Maersk
Photo: Splash247
