When two great brands come together, the ability to pool resources, expertise and opportunities opens up a whole world of potential synergy.

However, when two great brands come together, how do they tell their newly-allied story? How do they display their united ambition when they already have strong, distinct and individual identities. This was a challenge we were able to guide leading international shipping company Bahri through, as they were due to embark on not one, but two such journeys.

Working closely with Bahri, we analysed the requirements and repercussions of a conjoined brand and how it should balance the incumbent needs of the parent brands. In the case of both endeavours, Bahri was to be the majority shareholder although this was reflected differently in the resulting identities.

Partnering with Koninklijke Bunge B.V. (“Bunge”), a wholly-owned subsidiary of Bunge Limited, the two companies formed BahriBunge Dry Bulk Ltd to develop and strengthen the import and export of dry bulk goods into and out of the Middle East. In this instance, the new name was accompanied with a distinct new logo, and was accompanied by the endorsement of both the Bahri Dy Bulk and Bunge logos.

Bahri and Bunge ​on the same journey towards excellence by launching “#BahriBunge Dry Bulk Ltd.” In Dubai pic.twitter.com/TO8wzAIcMX

— Bahri | البحري (@OneBahri) October 5, 2017

In the joint venture with French forwarding and logistics group Bolloré, officially inaugurated as Bahri Bolloré Logistics, it was possible to take a more streamlined approach. Both parent brands had shared equity with similar colour palettes and bold, sans serif wordmarks. Bahri Bolloré Logistics, therefore, was able to become an extension of the Bahri Logistics brand, incorporating the name and colour of the French partner within the Bahri Logistics logo.

#Bahri and Bolloré celebrate the launch of #BahriBolloré logistics in Riyadh pic.twitter.com/msTBWJMz7i

— Bahri | البحري (@OneBahri) September 27, 2017

Context

Formed by a Royal Decree in 1978 as the National Shipping Company of Saudi Arabia, Bahri, has grown from a small shipping firm operating multipurpose vessels to become one of the biggest shipping conglomerates in the world.

Bahri continues to strive for continuous improvement and expansion of its services in the global logistics industry.

Ambition

As the company expanded and added new services to its offer, it became necessary to review the brand architecture, to ensure there was a system in place to accommodate all Bahri international and regional businesses, new brands, acquisitions and endorsements of existing and potentially new products and services.

Action

We were tasked with creating a compelling, enhanced Bahri Visual Identity System to fit their business and brand strategies and give fresh life to the identity developed previously for the company’s renaming from the National Shipping Company of Saudi Arabia.

Result

We developed a new bi-lingual word mark, an enhanced graphic device and a brand architecture system that could be used in a variety of applications across all Bahri services.

A comprehensive bi-lingual logo suite was provided along with detailed usage guidelines for the roll-out of the brand.

After the successful roll-out of the refreshed identity, we have continued to support Bahri through international trademark advice and registration and with strategic consulting on the branding and identity of joint ventures and partnered endeavours.