Hayleys unveils new corporate identity

Hayleys, one of Sri Lanka's largest and most respected conglomerates commenced business in 2007, its 129th year, with a milestone -- a new brand identity that reflects the group's heritage, global reach, diversification and evolution into a truly Sri Lankan multinational.

Unveiled to staff in offices and manufacturing facilities in many parts of Sri Lanka on January 1, a company statement said the new brand identity embodies the aspirations of the group thrice voted Sri Lanka's Best Corporate Citizen, and is a visual depiction of the constituent businesses that make up 'The World of Hayleys.'

A circle, representing the world, encompasses a montage of business activities in stylised form, above the legend 'Hayleys' in strong typeface and the words 'Since 1878.' The colour green will be the official colour of the brand identity, depicting the 'greenness' of Hayleys in its care and concern for the environment and society through products and services and in the way it carries out its business.

"The brand renewal recognises the need for a new visual depiction of the world of Hayleys, which has grown exponentially since the development of the existing logo about 50 years ago" the Group Communications Manager, Lekha Ratwatte said. "The adoption of the brand dentity follows a period of intense internal discussions within the group on the new strategies, business outlook and processes which Hayleys expects to implement in the future."

Founded in 1878 as Charles P. Hayley & Company, Hayleys is today one of the largest Sri Lankan multinationals. It is a company with a portfolio of globally competitive core businesses spanning fibre, rubber, environment, plantations, agriculture, transportation, inland marketing, knitted fabrics and tourism.

The group accounts for 3.7 per cent of Sri Lanka's export income, 1.9 per cent of the country's GDP, 3.5 percent of domestic value addition and 3.5 per cent of market capitalisation on the Colombo Stock Exchange.