dnata reveals new brand identity following global success28 April, 2011
Company now ranked world’s fourth largest combined air services provider
DUBAI, U.A.E., 28th April 2011: dnata (www.dnata.com) today unveiled a new company philosophy and fresh visual branding after having undergone a global brand realignment following a period of unprecedented growth worldwide.
Hundreds of employees from across the Group celebrated dnata’s revitalised look and feel, which include a striking new logo, at a launch event held in Dubai today. A new company vision, mission and set of values have been created to encompass dnata’s diverse portfolio of businesses and unify over 20,000 employees around the world. These will also act as a spring board for future expansion including the launch of a corporate travel service in India next month, capturing the essence of the company as a global player.
The brand refresh comes during one of dnata’s most successful periods in its 52 year history, as the company has transitioned from regional to global status. Over the past six years, the organisation, which incorporates a range of services including ground handling, cargo, travel, IT solutions and flight catering, has quadrupled in size. It now has a global footprint across 73 airports, in 38 countries across five continents.
Despite the recent global economic downturn, dnata continues to expand. The recent acquisition of Alpha Flight Limited, which provides flight catering and retail services for over 100 airlines worldwide, catapulted the company’s international flight catering business to its current position, now present at 62 airports in 12 countries. This significant milestone was complemented by the 2008 acquisitions of a 23% share in worldwide corporate travel company, Hogg Robinson Group (HRG) and 49% of the global outsource provider, Mind Pearl.
“Today is the beginning of a new era for dnata, our customers and our staff,” said Gary Chapman, President, dnata. “The brand refresh represents the start of our journey as a global, unified company. It has been an insightful and creative process which will further enhance our customer offering through our values of ‘service excellence’ and ‘delighting customers’,” he added.
Staff events celebrating the new brand integration will also take place over the next few months in dnata offices across the globe including Switzerland, the United Kingdom, Australia, Singapore, the Philippines and Iraq.