Interactive & Web
Smit Lamnalco — Making sense of a maritime merger
Recently acquired by Boskalis, Smit is a leading towage and maritime salvage brand. When Boskalis sold part of Smit to Lamnalco – world leader in harbour towage, ports and terminals management and operations, a new company was formed. Studio Dumbar was invited to help the new company with strategy, positioning, naming and ultimately, a new visual identity.
Recommending the name ‘Smit Lamnalco’, we retained the hard-earned equity of both parent companies. We translated this equity into a strong corporate symbol, with an upward angle setting a dynamic, positive tone. The two parallel shapes communicate the concept of two brands coming together. The shape is based on the ‘small leading the large’, symbolizing the core business of towage. The overall result is an identity that reflects the personality of Smit Lamnalco: reliable, clear, and dynamic.