en

Work

Wallenius Wilhelmsen

Client
Wallenius Wilhelmsen
Solution
Brand strategy and identity design

The Wallenius Wilhelmsen group was created in April 2018, when Wallenius of Sweden and Wilhelmsen of Norway combined ownership of their jointly held logistics companies and relevant assets. This paved the way for a major rebrand of the Wallenius Wilhelmsen Group

Stem worked for a year in close collaboration with the corporate communication department, executive team and CEO, to establish new internal and external strategies defining Wallenius Wilhelmsen’s position in the market and redefining WW employees’ relationship to their employer.

The new Wallenius Wilhelmsen logo is a modern take on the traditional W, made up of two lines and a circle. It incorporates the circle from the graphic element, which is used throughout the profile. It also evokes the degrees so prevalent in navigation, the sphere of the earth, as well as the life-cycle perspective.

The two main colours aim to reinforce the “sea to land” idea. A bold, bright sea green paired with a dark, stone gray create a balance of energy, stability and neutrality.

The typography for the new company had to cover several criteria. Not only should it be functional in its language support, but it also had to be both timeless and unique. In addition, we created a graphic element that is positioned as a “pillar & anchor” for all the Wallenius Wilhelmsen companies.

The typography for the new company had to meet several criteria. Not only should it be functional in its language support, but it had to be both timeless and unique.

We ended up finding NB international pro, which supports over 102 Latin based alphabets and that makes it perfect for a multinational corporation. Its letterforms are based on classic grotesque fonts, which will help it age gracefully.

The rounded corners bring a softness to a font that otherwise references the industrial roots of Wallenius Wilhelmsen.

We created a graphic element that is positioned as a “pillar & anchor” for all the Wallenius Wilhelmsen companies.

As a whole, the graphic element represents the point at which two things meet. When used in combination with text it becomes a valuable communicative device.

It can represent WW’s services from land to sea. Their capabilities ranging from shipping to logistics. Their ability to move goods from point A to B, and their commitment to life-cycle logistics: from beginning to beginning.