Industry firm sidelines strongman logo as part of plan to double sales in five years

Gary Sullivan, Cibes JPEG

A lift company has undergone a global rebrand hinting at its intensions for future expansion, which include more than doubling group revenues in five years.

Cibes Lift Group, which owns Cibes Lift UK, overhauled its brand image to demonstrate its change since it was established in the 1940s.

Its previous logo featured a man flexing his muscles, which the company said successfully communicated its former focus on manufacturing goods lifting equipment. 

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But bosses now say that the old logo did not represent the current business offering of providing lift solutions to increase access in both private and commercial buildings.

Gary Sullivan, head of sales and marketing, (pictured) said: “The strongman logo was a great symbol for Cibes when the company manufactured lifting equipment for the Swedish industry.

“70 years later, times have changed. Today we are making lift solutions for the different needs of our customers across the world. 

“Cibes’ new logo combines the simplicity of Scandinavian design with the vertical movement of a lift.  

“The ascending ‘e’ is a playful allusion to the movement during lift travel but also a tribute to a company on the up.”

The company decided to stick with its trademark orange for recognition and said that the bottom segment of the ‘e’ – which appears at the top of the logo – is to “demonstrate the joy of bringing people together through its lifts”. 

Over the past few years Cibes has expanded into various global markets and within the next five years the Cibes Lift Group aims to grow revenue from £100m to £223m.  

In 2019 Cibes Lift UK has gained two ISO certifications including Health and Safety Management standard ISO 45001:2018 and Environmental Management standard ISO 14001:2015.

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Joe Peskett

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