A new and unconventional corporate identity recently launched by the Danish shipping company Uni-Tankers has been awarded the prestigious Red Dot Award in the Corporate Identity category. The identity comes in the wake of the company’s ambitious strategy to cement the position as a global leader in its core markets.
At Uni-Tankers, chemistry is much more than cargo. Handling hazardous liquid cargo is the heart and soul of the company — and its dedicated field of expertise. With local offices spread across Denmark, France, Turkey, and the USA, local presence and strong relationships is an essential part of the company’s way of doing business.
To emphasize their solid experience and expertise in handling chemistry and oil — along with superior people skills and presence — the essence of the brand is encapsulated in the new payoff: A Matter of Chemistry. Together with the use of hyphens and lowercase numbers throughout key messaging, this creates a clear reference to chemical formulas and forms a truly distinctive brand expression.
“We wanted to revitalize our brand in a way that not only reflects who we are — but also mirrors the highly ambitious strategy we have set forth to claim the position as one of the market leaders within our field. Winning this Red Dot Award tells us that we have accomplished exactly that,” explains Per Ekmann, CEO at Uni-Tankers.
The new corporate identity has been developed in close collaboration with the Danish Brand Agency, Pravda. Numerous brokers, customers, and employees have been involved in the process to define the core characteristics of what the brand stands for.
“The Red Dot Award is often referred to as the Oscars of design. It is one of the world’s largest design competitions with thousands of entries from over 70 countries. Only a small percentage gets through the eye of the needle. So, winning this award is a testament to Uni-Tankers’ high ambitions and courage. They went into this with full steam and high expectations, and that definitely fueled our creative fire,” concludes Brand Director at Pravda, Karim Frølund.
Facts about Uni-Tankers
Uni-Tankers is a leading tanker shipping company trading in the intermediate and small tanker segment. The Company operates approx. 40 owned and chartered oil and chemical vessels, and the fleet is one of the youngest in its core markets. Uni-Tankers was founded in 1995 as a subsidiary of the financial group A/S United Shipping & Trading Company Ltd. (USTC), Middelfart, Denmark.
Facts about the Red Dot award show
The Red Dot Design Award is a German international design prize awarded by Red Dot GmbH & Co. KG. There are prize categories for product design, brands and communication design, and design concept. Since 1955, designers and producers can apply for the prizes, with the winners being announced in an annual ceremony. The show has more than 18,000 entries from over 70 countries.
For further information, please contact:
Per Ekmann, CEO
M: +45 60 37 39 57