Outstanding Branding: More Than A Name

Behind Heesen’s bold new branding is a fascinating story of how the perfect logo can speak volumes to its clients – and reveal more about our own desires.

Words by Michelle Johnson

We all know the power of great branding. Whether it’s the quality of a fine Swiss watch, the performance of a powerful sportscar or the confidence and style stitched into a Savile Row suit; outstanding branding provides us with far more than instant recognition. At their best, the brands we choose to buy can reflect who we are, what we believe, and how we want to be seen. Take the cars we drive. Far more than just a means to get from A to B, they are status symbols that tell passers-by about our values and interests – whether we’re an eco-minded modern thinker driving the latest electric GTO or harbour a passion for vintage vehicles that shines through even in our contemporary classics.??Branding as we know it today can be traced back to the 1950s, the ‘golden age of advertising’ when mass production and wider availability of quality goods meant companies had to find ways to distinguish themselves from their competitors.??The logo itself dates back to the tradition of ancient family crests, which developed into the trend of shopfront signage in the Middle Ages, but it was through the 20th-century that company logos became the key visual language by which customers made their first impressions.

From Coca-Cola’s looping text and McDonald’s’ golden arches to IBM’s 8-bar initials or BMW’s badge design, how a company uses its logo, typography, colour palette and imagery is key to its unique brand story. As famed logo designer Paul Rand said:

“The only mandate in logo design is that they be distinctive, memorable and clear.”

However, like all great visual arts, brand logos must evolve with the times – and with their companies – to tell their stories more compellingly. Few people today remember the Google logo before it ditched the whimsical exclamation mark, but that simple change added a sense of trustworthiness and grown-up authority for its billions of users.

Ahead of the times In June 2021, jewellery brand Tiffany caused a stir when it ditched its iconic Tiffany Blue house colour scheme for a pop-up installation at its Beverly Hills shop on Rodeo Drive, Los Angeles. Introducing a new “Tiffany Yellow” colour scheme to showcase a new collection of yellow diamond jewellery, they achieved viral marketing success by subverting the expectations of its many fans – something that would not have been possible without understanding the strength of its Tiffany Blue branding.?

Similarly, luxury car brand Porsche, which this year launched its first fully-electric sportscar, the Taycan, as part of its drive to become 50 per cent electric by 2025, is well aware of the selling power of its engineering heritage combined with technical innovation – which can be seen in how its contrasting logo and typography are used together seamlessly. The Porsche logo (featured on the car bonnet) is based on the Free People’s State of Württemberg’s coat of arms, with a black horse to represent the horse-farming traditions of Stuttgart, where Porsche was founded. The marque’s sleek wordmark – in the font ‘911 Porscha’– features on the rear of each car.

Like Porsche, Heesen Yachts enjoys a powerful blend of historic craftsmanship and cutting-edge modernity. Founded by Frans Heesen in Oss, the Netherlands, in 1978, the brand has always enjoyed a reputation for creating world firsts. In 1988, Heesen’s Octopussy was named the world’s fastest luxury yacht; Obsessions was the largest and most powerful sports fisherman in 1996; 2014’s Alive harnessed the power of kinetic energy, using Hull Vane, to consume 35% less fuel than its contemporaries; and the new 80-metre all-aluminium MY Galactica (aka Project Cosmos) introduced Heesen’s ground-breaking ‘backbone’ construction.

Now, after more than 40 years of bold innovation, Heesen’s branding is undergoing a vibrant refresh. With the colour palette still centred on the yacht maker’s luxurious dark blue with gold accents, the brand has also introduced a bright splash of warm purple to represent the contemporary, dynamic edge of its designs and younger clients. Taking its cue from Porsche’s blended logo styles, Heesen’s refined shield logo is still seen throughout its branding, while its sleek and contemporary wordmark will now be featured on the midship of each Heesen yacht. This positioning not only creates a calling card for the tastemakers of any harbour but also puts Heesen’s ethos of beauty, confidence and performance into sharp and alluring focus for all to see.