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    Logo system

    The Wilhelmsen logo is our signature and our brand’s most widely recognised element. It consists of two components in a fixed relationship to one another: the flag and the logotype. The flag can be used by itself in certain situations, but the logotype (the

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    Scenario 1: Demerger/Sale of a service brand from an existing sub-entity

    Scenario 1: Demerger/Sale of a service brand from an existing sub-entity (e.g. Ships Service or Ship Management) When selling/demerging a service brand (definition: people rendering services) that has been integrated into an existing sub-entity, we encounter

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    Subsidiary identity system

    The Wilhelmsen logo is now the logo for all of our companies. We no longer have individual logos for Ships Service, Ship Management, etc. They are to be referred to as subsidiary identifiers. Please see the Brand Architecture section for further explanation

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    Core visual identity

    Our identity is the visual expression of our company. At its core is the Wilhelmsen brand essence. This is represented visually through a carefully selected group of graphic elements: logo, typography, colour, and imagery. How these elements are applied is

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    Brand promise

    Translating our mission into customer value We enhance your business and simplify your operations with the leading people, services, and solutions of the maritime industry.

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    Mergers and acquisitions

    intends to regulate our growing efforts through maximising the brand equity of Wilhelmsen in all scenarios, opting for simplicity wherever possible. Scenarios (click the links for the respective scenarios) Acquisition and sale/demerger of a service brand fitting

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    Scenario 2: Acquisition of a product brand to be managed by an existing sub-entity

    SCENARIO 2: Acquisition of a product brand (to be managed by a sub-entity, not standalone) When acquiring a product brand (definition: a physical product (brand) that is sold to customers) the general rule of integration is as follows: 1. Review brand & marketing

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    MnA_002

    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. COMMON BRAND ESSENCE The Wilhelmsen brand is in focus - throughout

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    Brand architecture

    Our master brand is "Wilhelmsen". Focusing on the core of our brand strengthens our position as a global leading player within the maritime industry and to prove our purpose of enabling sustainable global trade whilst shaping the maritime industry. This section

  • Scenario 2: Acquisition of a product brand that can/should be integrated into an existing product range/brand:

    Scenario 2: Acquisition of a product brand that can/should be integrated into an existing product range / brand: When acquiring a product brand (definition: a physical product (brand) that is sold to customers) which can be integrated into the offering of an existing/owned