Prophet has named and branded Ardent, a new marine salvage company which has formed from the merger of Svitzer Salvage and Titan Salvage.
Ardent is a multinational company headquartered in the US which works in the field of risk mitigation, emergency response, wreck removal, offshore decommissioning and underwater services.
It has been positioned so that it conveys “calm reassurance” with consistence and clarity across online touchpoints as well in the working environment on the likes of shipping crates, high visibility jackets and hard hats.
Ardent’s name and logo have been designed to feel like they belong to “a modern and effective global marine services network,” according to Prophet creative director Hector Pottie.
He says the calm reassuring tone shows that the company offers a holistic service that is just as focused on preventative and logistical work as it is emergency work.
“A lot of the competitors go for red lights and chevrons to show they deal with emergencies but the last thing you want is to be bombarded with that all the time… Ardent is cool, calm and approachable,” says Pottie.
He adds: “Our work is built on Ardent’s ethos of a responsive and responsible service. We believe we have created a brand that not only demonstrates their emergency experience but also communicates their consistent calm and reassuring presence in the increasingly risk conscious and uncertain world of maritime services.”