Ship shape brand by Luxon Carrà

International corporate branding group Luxon Carrà has designed the name, corporate identity and on-screen branding for setfair.com, an e-business for the maritime supply chain.

The on-line identity features nautical blue, turquoise and green colourways and a distinctive wave pattern. The name Setfair is derived from the maritime phrase for ships that are ready to sail. As a result, according to Luxon Carrà managing director David Rowson, the identity will enjoy a natural affinity with the target audience.

Visitors to the Setfair Internet site can purchase a variety of products and services from industry suppliers. Setfair is a standalone subsidiary of Inmarsat Ventures, a global mobile satellite communications provider.

Luxon Carrà was recently acquired by US group True North Communications in a deal worth up to $18m (£12m).