RightShip Logo Redesign
In the recent years RightShip has made significant growth and impact in the industry, with the company’s trajectory to continue being the leading technology innovator it needed a strong visual brand to support and reenforce key brand messaging and reflect innovation, technical prowess and focus on data which the current logo lacked in reflecting.
Key objectives for logo redesign:
Modernisation – the current logo felt outdated and not aligned with the company’s current values and offerings. A redesign would emphasise company’s growth and help better align as a modern innovator.
Communicate innovation – it was crucial to successfully communicate the company’s commitment to innovation and cutting edge technology. New design aims to reflect RightShip’s forward thinking approach and willingness to embrace new ideas and technologies.
Emphasise technical expertise – new logo strives to convey the company’s technical expertise and proficiency in the field.
Maintain brand recognition – while redesigning the logo to reflect innovation and technical focus, it was essential to maintain elements that ensure continuity and preserve brand recognition. This was achieved by retaining key brand colours, fonts and a distinct arrow symbol.
Versatility and scalability – with the successful company growth it was important to future proof the logo to ensure that it would be scalable enough to add allow for future growth and evolution.
Designed for Qi platform launch. No longer available as part of the company offering
Unsuitable for people with visual impairment and goes agains company’s DEI standard
Doesn’t provide any scalability for the future growth and no inclusivity for extra offerings/ divisions
Old logo
New Logo
Designed to align with business evolution
Designed with versatility and scalability in mind
Communicates innovation and growth
Successfully maintains brand recognition
RightShip logo shape
Corporate brand typography
Corporate brand colour palette
Expansion/ growth
Brand scalability and sub brands
The maritime sector encompasses various sub-industries, including bulk shipping, tanker shipping, shipbuilding and port operations. Each of these sub-industries serves different markets and audiences with distinct needs and preferences.
RightShip offer specialised services to niche markets and audiences within the maritime industry such as owners and managers, charterers, financiers and port and terminals, therefore it was crucial for the company to distinguish and tailor their branding and messaging to specify their offerings effectively to the relevant audiences.
Challanges
Maintaining brand consistency
Avoiding brand confusion
Adaptation to different contexts
Future scalability
Solution
First stage of the design solution was to identify the sub-brands and clearly outline the terminology that will be used to refer to each of the relative offerings. Key element at this stage was to incorporate the parent company name which led to a name combination system that incorporated the first half of the parent brand name and a changeable second part to be tailored to individual solution offerings.
Second stage was a development of a logo system that incorporated core elements of the RightShip brand such as distinct arrow icon as a key focus point for brand recognition while introducing unique visual ques that represented specialised solutions.
