The Danish Shipowners’ Association has unveiled a rebrand and is now known simply as Danish Shipping.
The three organisations – Danish Shipowners’ Association, The Shipowners’ Association of 2010 and The Danish Car Ferry Association – together represent all areas of the shipping industry in Denmark. The three organisations already share a joint secretariat and from now on they will also have a shared visual identity.
The Danish Shipowners’ Association, founded in 1884, has decided to change its name it said to better reflect its membership.
“The change is part of our overall strategy to continue to develop as a modern business and employers’ organisation, which serves as the voice of Denmark’s largest export industry and a focal point for Danish shipping companies. Danish Shipping will continue with this important task in the future, and to improve our impact we have chosen to make our name more straightforward and clear,” said Claus Hemmingsen, chairman of Danish Shipping and group vice CEO at A.P. Møller – Mærsk.
The new logo is based on the international Morse code. In a release, Danish Shipping explained: “The juxtaposition of the two Morse letters in the logo – D and K – also evokes the image of the Danish flag. The logo thus combines solid Danish roots with an international outlook – two elements that characterises today’s shipping industry in Denmark.”
Another Danish based shipping organisation, Bimco, went through a large rebranding organisation last year.