New Lankhorst Logo – the power of three

It will not have escaped many readers that Lankhorst Offshore has a new logo ‘Lankhorst’, reflecting the synergy that has long existed between our key markets of maritime, offshore, and heavy lift. Innovation and industry know-now in one market has often been shared and utilised in another as part of our commitment to raising industry performance and standards.

The new ‘Lankhorst’ logo is part of a wider branding redesign by our parent company WireCo^®, the world’s leading manufacturer of mission-critical wire rope, synthetic rope and netting, and electromechanical cable. Its aim is to visualise the synergistic relationships with the parent brand WireCo^® spanning a wide range of industries, including industrial, mining, energy, fishing, and maritime, with the sole purpose of creating premium ropes that inspire innovation without limits.

WireCo^® roots an impressive legacy in 270 years of collective experience among a rich portfolio of premium brands. Lankhorst, one of the company’s brands, has been in-market for more than 200 years, creating the need for careful consideration in creating the new look and feel. This new direction for the company encompasses all core product brands including Casar, Camesa, Euronete, Lankhorst, Oliveira, and Union.

“Our brands represent both the deep legacy of our company as well as the forward-thinking innovation we pride ourselves on,” Keith White, Chief Executive Officer, said. “It was extremely important for us to maintain our heritage but also build a stronger connection among all our brands to the WireCo^® parent brand.”

Key elements of the rebrand include:

New Brand Logos: The shape of the brand logos is based on each industry focus or legacy brand cues. The Camesa, Casar and Union brands, for example, maintain their unique roots, incorporating prior visual identifiers.

New Brand Colors: The new colors used in each brand represent either the legacy palette, giving a nod to the heritage for each, or a direct tie to the WireCo^® parent brand palette.

New Brand Font: Each new brand logo incorporates the parent brand font for consistency and relationship to WireCo®.

For more information about WireCo® and its product lines, visit wireco.com, or follow WireCo^® on social media: Facebook , Twitter, and LinkedIn.