North, one of our Silver Partners, have recently updated their brand in line with the evolving markets they operate in. Their approach, ‘Global service built around you’ and featuring the new North roundel, is designed to encapsulate North’s confidence in its services, its modern, Member-centric approach, and the importance of global trade.
The strength of North’s brand is visible first and foremost in our total entered P&I tonnage exceeding 200 million GT for the first time this year, and FD&D reaching a record 150 million GT. However, the challenges that their Members face are constantly evolving. By delivering a global service built their Members’ needs, they enable them to trade with confidence.
Their commitment to delivering the highest levels of individual, tailored service wherever their Members are based is second to none and these new digital tools will help their Members easily access the latest intelligence and insights when they need it.
Brand Film
Watch how North’s brand has evolved in support of their core purpose.
Brand Components
Their new brand has 3 components – the roundel, the unique North typeface (or font) and the strapline.
The protection of their Members’ and policyholders’ interests enables them to trade with confidence. This is underpinned by their key differentiator – individual and bespoke service designed around the needs of their membership.
The roundel
The new design emphasises their member-centric approach and subtly highlights the importance of global trade and the role that North plays in facilitating this trade.
The roundel also helps position North as a hub of expert advice with a global reach for their members and policyholders, offering seamless service delivery wherever they may be.
The typeface (font)
They’re introducing a bespoke font using upper and lowercase text that is bold, confident, contemporary, less formal and easy to use. These are many of the attributes that people already associate with North.
This typeface has been specially designed for North, it is unique to them, and will make them easily recognisable across their full portfolio of marketing material.
The strapline
The new strapline – ‘global service built around you’ emphasises what differentiates them from their competitors.
The protection of their Members’ and policyholders’ interests around the world enables them to trade with confidence knowing that they have easy access to North’s support, financial strength and expert resources to address any issues they face. This is underpinned by their central differentiator in today’s competitive market – individual and bespoke service designed around the needs of their Members. Where appropriate, they will use the strapline ‘local service built around you’ to raise the profile of their branch offices and to promote the expertise available locally.