Rebranding a world leading marine insurer

KIND has rebranded and repositioned one of the world’s leading marine insurers to better capture their personality, while reflecting what they do and what makes them different. The work for SKULD builds on the marine insurer’s rich heritage, while also looking to the future. A future in which SKULD, together with its clients and partners, is focused on a single strategic goal; zero harm to people, property, and the planet.

World leading marine insurer, second-to-none service provider Headquartered in Oslo, but with offices in major ports worldwide, Skuld is a global marine insurance provider with an ‘A’ rating from Standard & Poor's and some 300 employees from 28 nationalities. Its new brand is designed to better reflect Skuld’s knowledge and competence, and firmly positions Skuld as a global, full-service marine insurer: a company promising to protect the ocean industries today and tomorrow.

Skuld & KIND The new Skuld brand and communication strategy has been developed by KIND, the branding agency that was named as The World Brand Design Society ‘Global Agency of the Year’ in both 2021 and 2022.

Ståle Hansen, President and CEO, Skuld, commented: “Skuld was looking for an agency that could ensure that our corporate identity reflects our unique culture and today’s market position as a world leading marine insurer. Through careful insight and brand development processes KIND extracted the true differentiators of Skuld in a revised corporate identity and communication platform, creating a valuable basis for further growth. We are impressed by their creative abilities and emotional touch in their professional work.”

The new Skuld branding is modern, energetic and powerful. The red brings warmth and confidence to a brand, which combines two symbolic concepts: the anchor and the horizon. The anchor as a symbol of hope and assurance represents security and stability. While the horizon, as a visual metaphor, focuses attention on what unites and connects the marine world: the core values shared by Skuld, its clients and its people.

Tom Emil Olsen, CEO and Chief Creative Director, KIND, added: “The opportunity to rebrand and reposition a 125-year-old global market leader was very exciting for us all. Gaining a full understanding of Skuld’s rich history and innovative prospects was instructive and rewarding. Close collaboration with Skuld's management ultimately led to the insights that have shaped a brand personality confident about the future.”