The Pulse – Key Visual Elements

Have you ever thought about all the employees and operations in the group? Everything they do. All the product deliveries. Transactions. All our locations. The impact they have on our industry and on global trade. Visualise each of these as a dot. Each dot tells a unique story based on real data gathered from Wilhelmsen. The visual element displayed here features over 21 000 dots, equivalent to the number of employees in the group. When you combine them they make up an artistic representation of our pulse and continous global presence at a given time. The pulse is our core visual element and comes in several versions, each representing different ways in which Wilhelmsen is a part of life for many people.
Updated

Several key visual elements have been developed as an abstract representation of our diverse actions and operations. They are artistic representations of our companies’ pulse and global presence at a given time, developed to further enhance brand recognition. Each visual tells a unique story based on real data from our companies.

The PulseUSE

These visual elements can be applied across all Wilhelmsen touchpoints. However, they should be used sparingly and thoughtfully. We do not want them to overpower our clean and minimalistic visual identity by seing them placed on too many surfaces or repeated too often. In a Powerpoint presentation for example, we use the graphics on introduction/title slides and on chapter slides – not as repeating elements on every slide.

There are three different ways of presenting the graphics:

Full: The complete circular shape placed in the horizontal centre of a format.

Semi crop: Only part of the element, but one can still clearly recognise its circular shape. Typically used when a larger portion of the surface is needed for text and other graphics, or to secure the discernibility of the individual dots within the circle. Also good for very large applications, like on vehicles, to keep the cost at a reasonable level.

Tight crop: Used to to secure the discernibility of the individual dots on very small surfaces. Also allowed in moving image (animation) as long as there at some point is a transition to reveal the full circle.

The visual elements may be rotated to best suit your layout. No other modification is allowed (see Misuse).Use

COLOURED BACKGROUNDS 

You are free to use these visuals with background colours from the primary colour palette. Optimised versions for each colour are available. Always use these – never place the original meant for white backgrounds on a coloured background.
Coloured backgrounds

MISUSE

Inconsistent use of our key visual elements must be avoided. These examples illustrate what not to do.
Misuse