VBMS — Visual identity for the international expert in offshore cable installations
Services Interactive & Web, Print, Strategy, Naming & Tagline, Visual Identity
VSMC (Visser & Smith Marine Contracting) is the European market leader in offshore power cable installation, creating grid-to-grid connections for offshore wind farms and other facilities. Having identified VSMC’s potential and ambition for international growth, Boskalis became a 50% shareholder and an equal partner with VolkerWessels. Studio Dumbar was appointed to provide the strategic expertise and creativity required to launch the brand into the global marketplace.
We worked with the client to create a new name that reflects the evolution of their company. VBMS (VolkerWessels Boskalis Marine Solutions) retains some of the company’s hard-earned equity while stepping away from its heritage and into the future. The wordmark is clear, solid and contemporary, with its distinctive ‘M’ dipping beneath the baseline to suggest grid-to-grid connectivity. We explored this theme further, creating a series of slogans to convey the new brand proposition and support the VBMS strap-line, We Connect. Supported by a strong, sophisticated colour palette of black and silver (combined with brighter accent colours) and an improved approach to photography, the identity has been applied to everything from print and digital, to uniforms and vessels.