The Brief
The goal was to revitalise the Shipowners’ Club brand, ensuring it remains relevant and future-focused while reflecting its long-standing history and expertise. The challenge was to create a new look and feel that effectively conveyed the core values of professionalism, trustworthiness and comprehensive service. The brand needed to position the business as both dynamic and reliable, while resonating with its target audience of smaller and specialist vessel operators.
The redesign had to communicate security, drawing on the Club’s 170 years of experience, but also demonstrate forward-thinking innovation to align with the evolving maritime industry. The new identity should build upon the trust and reputation the Club has developed over the years, setting the stage for continued growth and evolution in the global market.
Design Approach
The goal was to create a future-proof brand identity that honoured the heritage of the Shipowners’ Club while positioning it for continued relevance in a changing maritime landscape. We began by developing a considered, timeless logo—one that reflected the Club’s trusted reputation and professionalism, while also offering the flexibility needed for long-term use.
Alongside this, we established comprehensive brand guidelines, updating typography, introducing a more refined colour palette and crafting a graphic language that could be applied consistently across all communications; both digital and print. This included the modernisation of all existing publications, ensuring a cohesive, fresh brand experience at every touchpoint.
A key part of the visual system was the creation of a distinctive ripple graphic, symbolising the far-reaching impact and steady presence of the Shipowners’ Club across global waters. This visual motif was designed with flexibility in mind, adaptable across covers, backgrounds and digital formats. It was complemented by a more delicate white wave graphic, used as a subtle page break or divider, adding depth and movement to layouts without overpowering the content.
Throughout the design, space and negative space were used deliberately to allow the typography and messaging to breathe—reinforcing clarity, authority and a sense of calm professionalism.
