Brand hierarchy

To serve the master brand strategy, Wilhelmsen’s brand architecture is based on a combinative branding strategy to relieve the brand of complexity and to ensure a clearer Wilhelmsen offering.
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COMMON BRAND ESSENCE

The Wilhelmsen brand is in focus - throughout the entire global organization. By having introduced a common brand essence and removing individual sub-entity brand platforms and personalities, Wilhelmsen is a more united company - focusing on the same purpose, vision and mission - in addition to basing all of its endeavors on the same brand personality.

VISUAL AND ORGANIZATIONAL CHANGES

The Wilhelmsen logo is the standalone identity for the group and strengthened by removing any sub branding from its logo. The sub-entities will be keeping their current names, however, solely as offering descriptors, removed from the master brand logo. The Wilhelmsen Maritime Services entity does not serve a communicative purpose and is not visible / active in the branding structure, however it remains a legal entity. This simple architecture is defining for sub-entities in the master brand group, both clarifying their subordinated role and emphasizing their importance, all the while clearly supporting and strengthening the master brand.

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PRODUCTS AND SERVICES

As we through some of our offering act as a house of brands, we are creating a family branding and endorser strategy - if the brand audit allows. The general rule, which will be explained in the M&A Scenario section, examplified below: Products will keep their original name and will be integrated into the respective sub-entity — as long as the products match the general offering of the entitiy as a descriptor. Further will these products be endorsed by the Wilhelmsen master brand and their identity adapted to match the overall corporate identity of the group: Example: Products Unitor and Timm managed by Ships Service:

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