Logo system
The Wilhelmsen logo is our signature and our brand’s most widely recognised element. It consists of two components in a fixed relationship to one another: the flag and the logotype.
The flag can be used by itself in certain situations, but the logotype (the name Wilhelmsen) must always be accompanied by the flag.
Please do not attempt to create art for the Wilhelmsen logo, flag, or logotype for any application. Use the files provided with this manual.
Clear Space
There must always be sufficient space surrounding the Wilhelmsen logo to avoid competition with other visual elements and to maintain its visual impact. The minimum clear space is relative to the logo size, and is 1.5x the height of the W in the logotype. Allow at least this amount of clear space – it will help give the logo clarity.
The same amount of clear space also applies to the flag in situations where it is used by itself.
Sometimes, the recommended amount of clear space will not be possible to achieve, e.g. when the logo is used on a small giveaway item. In these situations, use a common sense approach to finding a balance between readability/visibility and clear space.
Versions
These are the official versions of the Wilhelmsen logo. No other arrangement or colour is allowed. They are available in EPS format, compatible with Adobe Illustrator CS5 or newer for both print and screen. For screen, .png files in various sizes are available as well. These sizes are specified in the file name (referring to the pixel width).
Our primary logo colour is Wilhelmsen Blue (PMS 2945). The white (negative) version of the logo is meant for dark backgrounds. If the logo for whatever reason cannot be reproduced in colour, use the black or white version. Never convert the blue logo to greyscale.
Minimum Size
To ensure clean and legible lettering and art detail, the width of Wilhelmsen logo must never be less than 20 mm/120 px. When the flag is used by itself, the minimum width is 7 mm/40 px. We must stress that this is by no means a recommended size but an absolute minimum.
Placement
The logo should always* be placed in the top left corner of a surface, ensuring consistent placement between different media and formats. As long as you adhere to the clear space requirements, it can be placed with the logotype aligned with the top margin of the page, meaning that the top of the flag rises above the margin.
Whenever possible it should be placed on a white background. However, as long at there is sufficient contrast between our logo and the background, it may also be used on top of images or coloured backgrounds.
*Occasional exceptions are made, including on the back side of business cards, in movie end frames and in signage applications where structural details of the building makes top left placement impossible. These exceptions have either been implemented in template files or are addressed in relevant parts of the visual identity manual.
Misuse
Inconsistent use of the Wilhelmsen logo and flag detracts from our brand recognition. Distorting or modifying the Wilhelmsen logo in any way negates the consistency we strive to achieve. These examples illustrate what not to do.
