"Our goal is to become a truly global company. We aim to achieve this by creating a strong brand identity, establishing best practices and transcending customer expectations. Our brand becomes our DNA, and the singular voice of every player in the team", said EFL’s COO, S. Senthilnathan.
Paddy Weerasekera, Head of Marketing, Corporate Communications & CSR, Expolanka Holdings PLC said, "EFL’s logo is simple, personal and reflects the company’s strong heritage. Its lines are clean and clear, underscoring the belief that confidence, consistency, transparency and trust drive everything the Company does. It is the hallmark of its passion, that of its people and the promise of its future".
"Conceptually the new identity represents the pure simplicity of ideas which is what the Company does. Its shape represents a cargo container while the bevel edge highlights the thought that it does not take the usual route. It does not limit itself to just the obvious way of doing things. The colour Orange connotes that EFL is fresh, confident and contemporary", Weerasekera said.
"We are proud to re-launch our brand as EFL, making it more vibrant and giving it greater visibility as a global brand. This rebranding exercise is to establish a common identity, highlight our strengths and lead us to becoming one of the leading forwarders across the world. ‘We are very confident that this will propel us among the world’s top freight and logistics companies, creating our niche in the global market and differentiating ourselves through our personalised and simplified logistical solutions", Senthilnathan added.
Launched 30 years ago, EFL commands a global footprint today with an 1200 plus staff strength across 15 countries and 45 cities and a strong presence in the Indian sub continent. EFL is a prominent IATA agent in Sri Lanka, India, Bangladesh and Pakistan and has representation in Asia, Africa, the Middle East and the USA.
"Complementing Sri Lanka’s vision to be a regional maritime hub, a Rs. 600 million, 100,000 sq ft state-of-the-art storage facility with value additions is currently being constructed. High standards, the delivery of energy efficiency and the adherence to global health and safety requirements have set the benchmark very high for all those who follow," the company said in a statement.