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Refreshing a brand identity

Client: Damco


During the process of helping Damco enter new market segments (see other Damco cases), the Damco brand identity was identified as a limitation. The identity had been created when Maersk Logistics was renamed Damco, following the separation from Maersk Line. As such, the identity fit the heritage in logistics but did not represent the innovative, segment-focused future of the company.


Without having to change the logo, we refreshed the brand identity to be more in line with the new segment-focused value propositions. The new brand guidelines, templates and photo library enabled Damco to credibly represent itself as part of the segments in which the company was growing, better portraying the true nature of their close customer relationships. (See Damco culture and segment entry cases)

Related services
Identity system and guidelines
Photo style and library
Print communications
Digital communications
Event presence