Having finally assumed full control of the group in December top management at class society DNV GL is contemplating dropping the GL branding of the company.
Norway’s Foundation Det Norske Veritas bought out its German partner’s stake in merged class society DNV GL three months ago ending a protracted wrangle for control of the group. The Norwegian company had agreed with German investment vehicle Mayfair to merge with Germanischer Lloyd to form class giant DNV GL in 2012, with the new brand DNV GL being unveiled in December the following year.
On finally assuming full control of the group, president and CEO of DNV GL Remi Eriksen commented in December last year: “Moving forward with one strong owner with a long-term view and a fully aligned purpose will be good for DNV GL’s customers and employees.”
The class society has since initiated a major branding survey. In the lengthy list of questions sent to many clients and partners, including Splash, the survey questioned whether the company should change name.
The loss of the GL brand would mark another emblem of Hamburg’s once mighty maritime heritage consigned to the consolidation receptacle. The German port city has seen many of its stalwart shipping icons – including banks and lines – fade away this decade amid the protracted recession.
Regardless of the possible rebrand, DNV GL has been keen to stress that it will keep its maritime headquarters in Hamburg.
DNV GL officials have yet to reply to questions sent by Splash earlier today.
DNV GL is one of the largest class societies in the world with more than 13,000 staff spread across more than 100 countries.