Black Rebrands Monjasa in Era of Transparency and Digital Transformation

April 2020 — Press Release

Today, Monjasa, a global oil and shipping company, launched a new visual identity with an emphasis on building strong maritime relations in an era of increased transparency and digital transformation.

Since its founding in 2002, Monjasa has evolved as a different and unique brand name through the ideas of two young Danish entrepreneurs. Over the years, it is the growing trust and relationships across oil and shipping that has given weight to the Monjasa name and recently earned Monjasa a position among the world’s 10 largest marine fuel suppliers.

“We are now 500+ colleagues globally and we have broadened our business well beyond trading. With daily operation of a fleet of 20 tankers and 10 offices, we now take on extended ownership and challenge the status quo on industry quality and compliance norms. Thereby, it was also time for a revamp of our visual identity together with Black.”

— Thorstein Andreasen, Group Communications Senior Manager at Monjasa

Unique Yet Familiar

The new visual identity reflects the maturity of the company and the new role it plays in shaping the future of the industry. However, the core values of the organization have remained untouched throughout this journey.

In addition to preserving the heritage and values of Monjasa, the new visual identity needs to be extremely versatile – touching thousands of elements ranging from oil tankers to digital platforms.

The creative team at Black achieved this by introducing a clear and concise brand architecture and redesigning every aspect of the logo. The team refreshed the original Monjasa oil pipes into three iconic waves that, brought together, fly the new Monjasa flag across the seas and in every port. The logotype has been separated from the graphic element and modernized to work across giant installations on ships, as well as small spaces on mobile phones. The color palette features a fresh orange color that is distinctly Monjasa, and a universal code for safety at sea and ports for Monjasa’s customers and partners.

“Black designed a new visual identity to position the company for a new decade, while preserving the core values that have helped Monjasa succeed so far.”

— Anders Christiansen, Global Creative Director at Black


Second Refresh In 20 Years

“From the very first identity in 2003 to two major rebrands in 2012 and 2020, we have been their creative partners. As Monjasa’s success story has continued and new opportunities were explored, so has the company’s brand and identity have evolved to remain relevant.”

— Anders Christiansen, Global Creative Director at Black

Looking ahead, this new decade calls for further transparency across the oil and shipping industries. To sustain Monjasa’s development, the new visual identity captures the direction the company is moving in.

Mirroring the way Monjasa runs its business, the new look is simple, transparent and future-proofed for the inevitable digital transformation in the shipping industry.

New endeavours await.

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