Boskalis — Plotting a new course for a truly global brand
With a huge fleet and over 14,000 employees across six continents, Boskalis is one of the world’s leading maritime service providers. With a dated identity and a lack of cohesion across communications, Boskalis appointed Studio Dumbar to refresh and reorganize its visual identity. Strategically, we advised them to: capitalize on their name and brand equity, reposition the brand as a company of knowledgeable experts, and communicate their integrated services.
Having simplified the name – from Royal Boskalis Westminster N.V. to Boskalis, we changed the tagline to ‘Dredging and Marine Experts’. We simplified their existing mark, retaining the recognisable blue and yellow semaphore flag; a simple crown was added for the holding company. We introduced a unified system for brand communications, with confident typography and a new approach to photography. With the horizon line as the focal point of each photo, several images can be connected to reflect Boskalis’ integrated services and a ‘horizon without limits’.