Ubiquitous Maltese cross for Malta Enterprise rebranding

Malta Enterprise said its new logo outlines a set of corporate values as a "21st century rendition of the eight core values of the Order of the Knights of St John".

The new corporate identity will also usher the relocation of Malta Enterprise's Corporate Headquarters from San Gwann to Gwardamangia after having completely refitted the ex-Institute of Healthcare in St

Luke's Hospital.

Executive chairman Alan Camilleri said the simplicity and clarity of Malta Enterprise's brand imagery is an indication of the corporation's confidence and ability to provide powerful, effective solutions for clients.

"This is not just a new image; it's a brand identity which shall underpin our efforts to provide the best possible service to our clients... The signature services, which will be provided by Business First, will also be a critical component of our business."

MA said the eight-pointed Maltese cross was a symbol whose brand equity is of tremendous importance to the recognition of and association with Malta around the globe. "Its modern rendering communicates a fresh and outward looking approach which is so important for Malta to reach out to potential inward investors as well as supporting Maltese exports and businesses to internationalise," Camilleri said.

Malta Enterprise also said its eight points also seeks to communicate the key corporate attributes that underpin Malta Enterprise, namely: flexibility, effectiveness, innovation, creativity, stability, adaptability, efficiency and supportiveness.

The actual eight-pointed cross is said to symbolise the eight points of courage, and later said to represent the eight beatitudes.

The corporate rebranding will affect all of Malta Enterprise's marketing communication efforts both locally and abroad. On the international front, the new brand identity will be supported by the 'Thinc Malta' brand which is a pan-organisational brand identity between Malta Enterprise, FinanceMalta, BioMalta, the Lotteries and Gaming Authority and Transport Malta.

"The Corporation is operating in arguably the most challenging of times, facing direct competition with countries all around the world, and where the global appetite for foreign direct investment has waned by around 15%," Camilleri said.

"We have worked hard enough to ensure that Malta this year will enjoy another healthy year of FDI when compared to its counterparts in Europe. Indeed, for Malta Enterprise, 2011 is set to be the best of the last years in terms of new projects and investment opportunities. The staff at Malta Enterprise deserves the support and due recognition for these efforts and these results."