Creating a memorable brand with creative juxtaposition

When it comes to creating a brand, the accepted wisdom is to analyse the industry you are in and develop a brand identity that resonates with what you do. Your logotype, typography and colour palette should all support that. Well, Caroline (if she exists), has done the opposite, and come up with the following identity. The result… they get noticed and talked about. There's even a Flickr group snapping pictures of their tankers. If people remember you, you probably get more business.

Sometimes doing the opposite of what everybody expects (and everybody else does) just works.

Photo credits: Tom T and Withlouis

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