Signage

This chapter outlines the application of the Wilhelmsen logo and subsidiary company names on our buildings. It also presents guidelines for outdoor pylons, flags, and a brief overview of indoor signage. Its purpose is to simplify the process of designing and producing signage, as well as to secure a strong Wilhelmsen brand presence on and around our buildings.

We also address signage for our partners and external companies with whom we share buildings, henceforth referred to as partner logos.

As the buildings vary in many ways—from the colour and material of facades, to differences in shape and size—the principles put forward in these guidelines are quite general. Use them as a starting point when designing and producing signage. Adjustments and adaptations to each building must be handled locally. If you have questions or need support you are welcome to contact Wilhelmsen corporate communications.

Outdoor Signage

Size and Placement

The Wilhelmsen logo should be the most prominent one on the building, and must be clearly visible from all sides from which visitors approach it. These are the most important principles, taking precedence over the rules under logo placement in the part of this manual that covers our core elements. Exactly how large, and where it is placed, depends on the specific building.

The size of the logo is limited by the available space, however it should not be exaggerated when space is ample. Try to find a good balance between visibility/readability and the architectural context. Always adhere to the clear space requirements (as defined under Clear Space in the core elements chapter). 

Subsidiary Companies

Please note that Ships Service has decided to only display the Wilhelmsen logo and not to feature the Ships Service descriptor on the outside of buildings.

This rule thus applies for all other wholly owned subsidiaries using the W-flag, like Ship Management. Placement and size of subsidiary company names are relative to the logo size and placement. The subsidiary name must be set in the same font size and aligned on the same baseline as the Wilhelmsen logotype. If there are multiple subsidiaries presented on the same building they should be listed below each other. The clear space between the logo and subsidiary name should whenever possible be at least double the regular clear space.

In the event that there is no room on the building to show the subsidiary names, we only use the Wilhelmsen logo.

Colours and Materials

It is important that the colour of the signs match Wilhelmsen blue as closely as possible. Use Pantone 2945 as a reference when talking with your supplier. The closest RAL values are H:260 L:30 C:35. This applies to both the Wilhelmsen logo and subsidiary company names.

The material(s) used in producing signs must be chosen locally, based on budget, availability and required durability. This could be e.g. acrylic, polycarbonate, plastic or aluminium composite. Choose what works best for the specific building. If subsidiary company names are present, they must be produced using the same material.

Partner Logos

The area for partner logos should not be wider than 50% of the Wilhelmsen logo width if the logos are distributed vertically, or 50% of the Wilhelmsen logo height if distributed horizontally. Inside this area, each partner logo should be optically adjusted, rather than to a specific width or height measurement, to appear similar in size. In addition, this area must be placed at a certain distance from the Wilhelmsen logo to avoid any possible confusion around the connection between companies, as well as to secure the visual impact of the Wilhelmsen logo. The distance should be at least two times the height of the Wilhelmsen logo for vertical distribution and at least equal to the width of the Wilhelmsen logo for horizontal distribution.

 The colour or shade of the building determines which colour the partner logos should have. We have defined a palette of recommended RAL colours to choose from. Only two colours can be used, one for the face of the logos, and one for the edges (if applicable). These colours must be the same for all partner logos on the same building.

If for some reason the recommended RAL colours can not be used, choose a neutral colour, meaning black, white, or a shade of grey. The chosen colour should be the one that results in optimal contrast between the logos and building surface. This might not be the colour with the most contrast, but one that harmonises with the building, while at the same time ensuring clarity and legibility of the logos.

If preferred, and the budget allows for it, the partner logos may also be produced in metal. Specifically aluminum, stainless steel or bronze. Type of metal and surface treatment, e.g. brushed or polished, must be the same for all partner logos on the same building. Metal signs should also be coated to prevent wear and tear. This is to ensure that new logos added at a later time appear the same as older ones. The supplier will be able to give advice on this matter.

Combining Subsidiary Companies and Partner Logos

In situations where both subsidiary names and partner logos must be present at the same time, both set of rules apply, as the illustration shows.

Illumination

Illumination is not a requirement. If you choose to illuminate the Wilhelmsen logo, subsidiary company names should be illuminated as well. Partner logos must not be illuminated unless the Wilhelmsen logo is as well. The type of lighting, e.g. backlight, spotlight or internal light, should be the same for all signs.

Pylons

Pylons (also referred to as monoliths, totems or info signs) are free standing or wall mounted signs typically placed close to the entrance, listing all the companies in the building.

Vertical Pylons
There should be no logos on the pylon except for the Wilhelmsen logo. All other companies should be written in plain text using the typeface Aktiv Grotesk. Type size must be the same for all text. When choosing a size consider both the available surface on the pylon, and the readability of the text from normal reading distance. The layout should be very simple:

1. Wilhelmsen logo at the top.
2. Below the logo, at a distance equal to or greater than the Wilhelmsen logo height, place the address of the building as a headline, set in Aktiv Grotesk Bold.
3. Insert two paragraph breaks, then write the Wilhelmsen company name(s), also in bold.
4. Add another paragraph break, then list the partner companies in Aktiv Grotesk Regular.
5. The colour of the pylon should be white.

Horizontal Pylons
Horizontal pylons opens up the possibility for two or more columns, which lets us set the subsidiary company names in the same font size and aligned on the same baseline as the Wilhelmsen logotype. Layout is otherwise very similar to vertical pylons:

1. Wilhelmsen logo and subsidiaries at the top.
2. Below the subsidiary, at a distance equal to or greater than the Wilhelmsen logo height, place the address of the building as a headline, set in Aktiv Grotesk Bold.
3. Insert two paragraph breaks, then list the partner companies in Aktiv Grotesk Regular.
4. The colour of the pylon should be white.

Flags

The flag poles outside of our offices are reserved for the Wilhelmsen W flag. No partner flags are allowed.

Indoor Signage

The principles for the application of indoor signage are basically the same as for outdoor signage, but with some adjustments to the arrangement. This must be done to fit much smaller surfaces and to ensure that logos can be placed high enough on the wall to be clearly visible when entering the office.