Controlling the wake in a world of wave-makers
The shipping industry is not for the faint of heart. It demands resilience, as well as an acute understanding of the ever-evolving geopolitical landscape, environmental regulations, and market trends. In this world, where speed is of the essence, time literally equals money, and every decision can have far-reaching consequences. It’s full of noise, competition, long hours and dependencies that can literally change the global economy with the tide.
In a sea of competition we wanted to create a brand identity for Gibson that signifies, above all else, calm and control – a level and trusted head. A brand that demonstrates leadership and trust, that uses the weight of its unrivalled experience to innovate into the future, forever moving forwards.The wake arrow, used as the brand’s primary signifier, indicates direction, cut-through and calm. The idea, born out of a mix of shipping lane graphics and waves created through a ship’s movement, is shaped to always show an upward trajectory and is geometrically crafted to show balance and motion.