Setting Sail

Maritime Holdings Limited (MHL), adopts a new corporate identity this week, in an initiative to encapsulate and project its unique and multi-sectoral capabilities, growth potential and corporate lineage. Maritime Holdings Limited (MHL), adopts a new corporate identity this week, in an initiative to encapsulate and project its unique and multi-sectoral capabilities, growth potential and corporate lineage. The holding company for 23 businesses in transport and cargo logistics encompassing air, sea and land, the MHL Group will embark on a new phase of growth and diversification as Hayleys Advantis, providing a coherent integrated identity to the dynamic grouping, a link to its parent blue chip and an identity more representative of its portfolio.

Derived from the Latin stem adventus, which means ‘to arrive,’ the new name ‘Advantis’ is a powerful affirmation of the group’s corporate brand positioning statement: The power of total transport solutions through integrated global partnerships, while a stylised star made up of three arrows integrated into the name communicate the three elements of transport the group offers, land, sea, and air.

Explaining the rationale for the new corporate identity, Hayley