| Fresh corporate identity unveiled |
"Understated Exclusivity" informs classical yet modern styling for the new Royal Huisman corporate identity, launched in June 2008.
Early in 2007, Royal Huisman Shipyard set up a comprehensive review of its brand and corporate image. Research was undertaken both internally and externally to gain a better understanding of perceptions of the Royal Huisman brand. Following the tremendous support from the research audience a new brand and communications strategy was put in place to address some misconceptions, whilst internal workshops were set up to address new discoveries where the appropriate response was to improve practice.
This review identified the essence of the Royal Huisman brand as Understated Exclusivity.
It also concluded that the existing corporate identity, in place for some 20 years, no longer reflects the modern realities of Royal Huisman as it approaches its 125th anniversary.
The design brief for a new identity sought on the one hand, a sense of continuity, and on the other, some simplification of the three elements of the current identity – the “H” marque, the Royal warrant symbolized in the crown*, and the name.
The company’s legal name remains “Royal Huisman Shipyard BV” but the new identity is simply Royal Huisman - the name by which most people know the yard. Simplification – and the required continuity – has been achieved by taking the “H” mark and mirroring it to create a striking new design for the crown. At the same time, a highly refined, individually customised typeface has been created for the ROYAL HUISMAN name. Taken together, these elements reflect a modern, technologically advanced company with a proud heritage; use intelligent “graphic engineering” to simplify the image whilst retaining all the key elements; display a passion for meticulous design and typographical craftsmanship, in keeping with the spirit of the yard’s own practices; and communicate quality and style in a distinctive yet understated manner.
The principal colours of the new identity are selected for their distinctive elegance and will be supported by a secondary palette of equally distinct pastel tones. The identity has been launched on stationery and the new website and will roll out across other communications over the coming year - a year that in itself will mark the celebration of Royal Huisman’s 125th Anniversary.
For further information or a file of the new Royal Huisman marque, please contact Jurjen van ‘t Verlaat: jurjen@royalhuisman.com
*The crown reflects the Royal Warrant, awarded to Royal Huisman on its 100th anniversary in 1984, for services to Dutch industry. The continued display of the Royal Warrant requires continuing dedication by the holder to the highest standards of conduct in every aspect of its business – a requirement that Royal Huisman takes very seriously.