It will not have escaped many readers that Lankhorst Ropes has a new logo 'Lankhorst', reflecting the synergy that has long existed between our key markets of maritime, offshore and heavy lift. Innovation and industry know-now in one market has often been shared and utilized in another as part of our commitment to raising industry performance and standards.
The new 'Lankhorst' logo is part of a wider branding redesign by our parent company WireCo, the world's leading manufacturer of mission-critical wire rope, synthetic rope and netting, and electromechanical cable. Its aim is to visualize the synergistic relationships with the parent brand WireCo spanning a wide range of industries, including industrial, mining, energy, fishing, and maritime, with the sole purpose of creating premium ropes that inspire innovation without limits.
WireCo roots an impressive legacy in 270 years of collective experience among a rich portfolio of premium brands. Lankhorst, one of the company's brands, has been in-market for more than 200 years, creating the need for careful consideration in creating the new look and feel. This new direction for the company encompasses all core product brands including Casar, Camesa, Euronete, Lankhorst, Oliveira, and Union.
“Our brands represent both the deep legacy of our company as well as the forward-thinking innovation we pride ourselves on, ” Keith White, Chief Executive Officer, said. “It was extremely important for us to maintain our heritage but also build a stronger connection among all our brands to the WireCo parent brand. ”