In addition to our enhanced digital resources, we have rearticulated our core brand in line with the evolving markets we operate in. Our 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 our Members face are constantly evolving. By delivering a global service built our Members’ needs, we enable them to trade with confidence.
Our commitment to delivering the highest levels of individual, tailored service wherever our Members are based is second to none and these new digital tools will help our Members easily access the latest intelligence and insights when they need it.
Watch how our brand has evolved in support of our core purpose.
Our new brand has 3 components - the roundel, the unique North typeface (or font) and the strapline.
The protection of our Members’ and policyholders’ interests enables them to trade with confidence. This is underpinned by our key differentiator – individual and bespoke service designed around the needs of our membership.
The new design emphasises our 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 our members and policyholders, offering seamless service delivery wherever they may be.
The typeface (font)
We’re introducing a bespoke font using upper and lowercase text that is bold, confident, contemporary, less formal and easy to use. We know that these are many of the attributes that people already associate with North.
This typeface has been specially designed for North, it is unique to us, and will make us easily recognisable across our full portfolio of marketing material.
The new strapline – ‘global service built around you’ emphasises what differentiates us from our competitors.
The protection of our Members’ and policyholders’ interests around the world enables them to trade with confidence knowing that they have easy access to our support, financial strength and expert resources to address any issues they face. This is underpinned by our central differentiator in today’s competitive market – individual and bespoke service designed around the needs of our Members. Where appropriate, we will use the strapline ‘local service built around you’ to raise the profile of our branch offices and to promote the expertise available locally.