Facelift to Meet New Competition
Mantena maintains a proactive attitude towards competitive tendering and open borders in the railway sector. In order for the company to stand out in a market with several strong players and solid brands, many factors must be in place. Something many do not consider is the importance of clear and professional communication.
As part of the work to adapt to new markets and win new contracts, Mantena has modernized its logo and created a branding manual with usage guidelines. The modernized logo is, by and large, not so different from how it was previously. The train symbol, which has always been a central part of the logo, still plays an important role in the visual identity. The main change is that the train symbol has been placed inside a circular shape, and a line has been added underneath the symbol, which can illustrate infrastructure. In addition, adjustments have been made to colors and font.
Aiming to Appear Cohesive and United
– The logo modernization is a result of our desire as a company to appear as cohesive and unified as possible. Of course, this is important for us to stand out in the competition in various markets, but also for how we are perceived by employees, customers, partners, and the general public. We believe the modernized logo reflects us as a company and where we are in a good way. The logo gives the impression of something new and fresh, while recognition remains clear and distinct, says CEO of Mantena, Kjetil Hovland.
Introduction of the company's purpose – why we exist
– Along with the introduction of the new logo, we have also better defined what the company's purpose is. The company's purpose is often referred to by the English term "Purpose." This describes why we exist and what our societal mission is. Mantena’s purpose is to enable “Sustainable and efficient transport through optimal maintenance.”
New Slogan
Mantena has also acquired a new slogan. The new slogan, “Always Forward,” speaks to Mantena’s strong focus on innovation and, not least, the constant pursuit of new and better methods for optimal maintenance. The idea is that the slogan will be used together with our purpose: “Sustainable and efficient transport through optimal maintenance.”