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Groupe Morneau debuts new branding

Transportation company Groupe Morneau recently retained Lg2 of Montreal to undertake a rebranding initiative. According to the company, the new identity “celebrates its founding culture of equality, in which every employee and client is treated as an important link in the Morneau chain.” The rebranding merges the company’s three previous brands under a single M-shaped logo symbolizing an overhead view of three trucks. The new brand also groups the company’s seven sub-units into three entities: general transportation firm Morneau Geo, refrigerated transportation firm Morneau Borea and Morneau Global, which specializes in logistics and international transportation.

“We’ve always had big ambitions, but the road is full of challenges,” said Catherine Mornea executive vice-president and general manager of Groupe Morneau. “Lg2 helped us go the distance and beyond while respecting the Morneau DNA. Listening and partnership were the keys to this success.”

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