Maersk recently announced its intention to consolidate and restructure several brands under its name, including the sesquicentennial-old container carrier Hamburg Süd. According to the annual financial report for the year 2022, the company estimates that this rebranding will cost $450 million next year. In the company’s financial guidance for 2023, the company revealed, “Ocean expects to grow in line with market. Without impacting financial guidance, an impairment and restructuring charge of USD 450m regarding A.P. Moller - Maersk’s brands is expected in Q1 2023.” The rebranding of Hamburg Süd is part of a larger restructuring, according to Shipping Watch. “Companies Aliança, Sealand and Twill face rebranding as well, just as a string of recently acquired logistics companies will come to operate under the Maersk name,” says the Danish news agency. It is important to note here, that during the transition, Maersk will continue to adhere to and respect all contracts and agreements that are in place. The new structuring is described by the company as a way to further simplify how customers of the whole Maersk group can do business with the company in the future. Nevertheless, Hamburg Süd rebranding sparked emotions of sadness in the heart of many German players in the industry. The company, founded 152 years ago, is considered a source of pride and a “crown jewel” in the German logistics market. This did not change even after it was acquired by Maersk in 2017, especially since it continued to carry its German name. ”It is 150 years of German history and customized services vanishing,” one industry expert commented. "Once a remarkable brand, it will become a warm memory," expressed another. Germany saw significant economic development after the war with France, and German merchants and bankers saw a major opportunity to found a shipping start-up: the Hamburg-Südamerikanische Dampfschiffahrts-Gesellschaft. The aim at the time was to establish regular service between Hamburg and Brazil and the La Plata countries, according to the carrier’s website. With three small steamships, the first ports of call were in Brazil’s state of Bahia, plus Rio de Janeiro and Santos. Now, Hamburg Süd has over 6,000 employees and operates a large container fleet with global outreach. While the company is confident that transitioning into a unified brand under Maersk will help it provide customers with better services, many in the industry will miss the ships’ livery and their unique red colour.