Goodbye, Columbus: Hamburg Sud rebrands lines

Goodbye, Columbus: Hamburg Sud rebrands lines

Columbus Line and Crowley American Transport will be rebranded with the Hamburg Sud name, effective Jan. 1, 2004.

Hamburg Sud said that while the Columbus and Crowley names have played an important role in Hamburg Sud's growth over the past five decades, the brands have been used only in certain trades and countries. The rebranding reflects Hamburg's global reach in the north/south trades.

"Future focus on the Hamburg Sud name is designed to enhance both the visibility and the image of the organization worldwide," the company said in a statement. "It will also strengthen business relationships by providing more transparency, shorter communication channels and a wider range of service offerings as a transport partner."

The group will still be complemented by two regional brands. Brazilian-flag carrier Alianca will continue to serve the South America East Coast - U.S. East Coast and Gulf, South America East Coast - Europe, the new service South America East Coast - South Africa - Asia, Conosur (Magellan) trades, and provide a broad variety of specialized value-added services and cabotage in Brazil. The newly acquired brand Ellerman with its strength in the Mediterranean/Israel and India/Pakistan will also be maintained.

Hamburg said the name changes will also entail some realignment of responsibilities and internal procedures to increase the company's efficiency. It did not offer further details.