Naming

Considering the value Wilhelmsen represents – both as a group of companies, a brand and through its various trademarks, the group seeks to control the use of any name that is regarded linked to Wilhelmsen and essential for its business. The Wilhelmsen company names are associated with quality and reliability. Maintaining the trust in Wilhelmsen’s names, products and services is essential to continue profitable growth and enhance our reputation and the Wilhelmsen brand externally as well as internally.
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Firstly, it must be acknowledged that unless a name is being given to new-founded company, any naming process will be intrinsically linked to the processes described under the M&A section of these guidelines.

As a general rule, all wholly owned companies within the Wilhelmsen group must use “Wilhelmsen” as first part of their company names and are obliged to use the W-flag in their company logo. The remaining part of the name should explain the specific business area of the company including the reference to local law of naming companies e.g. “Wilhelmsen Ship Management AS”. This then ensuring it could potentially function as a descriptor when used together with the Wilhelmsen master brand logo (please see Brand architecture and Subsidiary identity system). As per now, only Wilhelmsen Ships Service, Wilhelmsen Ship Management, and Wilhelmsen Chemicals are allowed to use subsidiary descriptors in addition to the master brand logo.

However, in some countries, commercial, legal, historical or other reasons may necessitate using other names, or the name of a local partner, in the company name and/or legal entity name. Under these circumstances, it is not allowed to use the Wilhelmsen master brand logo together with the rest of the company name as a descriptor or in any other visual identity and/or marketing material (please also refer to the M&A section).

The responsibility for starting the naming process lies with the respective company. However, it must always be coordinated with the owner of the company and/or product brand name. If a wholly owned company is dissolved or Wilhelmsen sells parts of or all shares in a wholly owned company, a binding agreement must be made that the company and/or product brand name remains the property of Wilhelmsen and that the company shall change name and be re-branded within the expiring date of the ownership (please refer to the M&A section). Please contact Wilh. Wilhelmsen Holding legal department to obtain assistance in setting up such an agreement. If Wilhelmsen enters into a partnership, the guidelines for joint ventures and partly owned companies must be followed.


Joint ventures and partly owned companies

With reference to the M&A section of the guidelines, should it be considered strategically and/or commercially important that a joint venture company name contains a Wilhelmsen company or product brand name, the owner of the company and/or product brand name must give the company in question prior authorisation for use of the name. The responsibility for starting the naming process lies with the respective company.

If such an authorisation is given, a binding agreement must be made that if Wilhelmsen sells or in other ways ends its ownership in the joint venture or the company is dissolved, the Wilhelmsen part of the company name must be removed immediately and within the expiry date of the ownership.

If the other party sells its shares or ends its ownership or the company is dissolved, Wilhelmsen reserves the right to take over the name for future use.

If a joint venture wishes to register its brand name and/or company logo (figure and name) as its trademark, the owner of the company and/or product brand name must give the company in question prior authorisation for such a registration (please also refer to the Trademark section).

During its ownership, Wilhelmsen can unilaterally decide to remove the Wilhelmsen company name from the joint venture/partly owned company name.

Please contact Wilh. Wilhelmsen Holding legal department to obtain assistance in setting up any agreements related to the naming of joint ventures and partly owned companies.

The responsibility for ensuring correct use of the joint venture/partly owned company name lies with the Wilhelmsen partner company in the joint venture or the company in Wilhelmsen with a share in the partly owned company.

All use and goodwill associated with the Wilhelmsen company name will come to the benefit of the group.


Use of Wilhelmsen company names

All use of Wilhelmsen company and product brand names must be in accordance with the branding guidelines. Any use that does not comply with the branding guidelines must be authorised by the owner of the company and/or product brand name.


Internet domain names

The primary domain name in the Wilhelmsen group is [.wilhelmsen.com]. This standard applies to all web sites and email addresses for wholly owned companies. However, should it be regarded strategically and/or commercially important that a partly owned company or a joint venture use another domain name/email address, Wilh. Wilhelmsen Holding must give the company in question prior authorisation for registration and use of the domain.

All reservations of domain names/email addresses are handled by Wilhelmsen IT Services and should always be coordinated with Wilh. Wilhelmsen Holding.


Misuse of the WW company names

Misuse of the Wilhelmsen company names should immediately be reported to the respective owner and/or user of the company and/or product brand name, who is responsible for handling misuse of the respective name.