The Maersk Brand Guidelines

A.P.
MOLLER - MAERSK
Brand Guidelines
UPDATED: 16 NOVEMBER 2018
OUR VISION
To be the global integrator of

container logistics
connecting and simplifying
our customers’ supply chains
The building blocks of our Vision
Simple end-to-end offering of

products and services
Seamless customer engagement
Superior, end-to-end
delivery network
MAERSK CORPORATE BRAND BRAND GUIDE PAGE 2

The Maersk Brand Guide
Guidelines, best practice and inspiration -
making sure everyone and everything is aligned within the Maersk brand
OUR BRAND OUR RESPONSIBILITY
One voice that can be heard Take care of today. Simplicity and relevance Secure and contribute
all around the world Actively prepare for When working with the Maersk brand, it is our As brand guardians our role is to safeguard and secure
A.P. Moller - Maersk is an integrated container tomorrow responsibility to ensure relevance in order to connect
to our audience. To be relevant we need to evolve and
the brand image, whilst evolving it when needed to
stay current with the times. It is a delicate balance, as
logistics company working to connect and simplify innovate the brand expression, whilst staying in-line it is only by reacting to the changes of the world that
its customers’ supply chains. As the global leader The world is always changing, and nothing stays
with the guides that have been set. we can keep the brand relevant and strong.
in shipping services, the company operates in 130 the same for long. The Maersk Brand must adapt to
countries and employs roughly 76,000 people. the changes of the world, while always remaining
consistent and significant
With simple end-to-end offering of products and
digital services, seamless customer engagement and a
superior end-to-end delivery network, Maersk enables
its customers to trade and grow by transporting goods
anywhere - all over the world.
If you have any questions or comments to the Maersk brand and the guidelines, please feel
free to contact us in Corporate Branding (groupbranding@maersk.com)
MAERSK CORPORATE BRAND BRAND GUIDE PAGE 3

Table of contents
Core assets Guidelines

1. Name and logo 8. Digital applications
2. Typography 9. Office tools
3. Colours 10. Publication
4. Imagery 11. Social Media
5. Charts and graphs 12. Video
6. Iconography 13. Website
7. Illustrations 14. Editorial
MAERSK CORPORATE BRAND BRAND GUIDE Core element — PAGE 4

MAERSK BRAND GUIDE - CORE ELEMENTS
Name and logo

1. Name and logo
Company name
The official company name is A.P. Møller - Mærsk
For division Powerpoints
Please continue to use the corporate Maersk logo,
The iconic Maersk name
A/S. In English and for non-legal matters, use the
simplified version: A.P. Moller - Maersk.
specifying the division in question on the title or front
page of the presentation.
and logo are a vital part
of the Maersk brand.
The boiler plate text -
They allow the brand to
A.P. Moller - Maersk is an integrated transport &
logistics company with multiple brands, including a For use in press and short company descriptions
stand-alone Energy division. When referring to one of
the company divisions, the division name must always A.P. Moller - Maersk is an integrated container be recognised worldwide,
start with a capital letter, with “division” being written
in lower-case: Transport & Logistics division / Energy
logistics company working to connect and simplify
its customers’ supply chains. As the global leader and a create strong brand
division. in shipping services, the company operates in 130
countries and employs roughly 76,000 people.
continuity across the world.
Misuse of the company name
Do not use the name “Maersk” in front of division With simple end-to-end offering of products and
names, for example: Maersk Energy. digital services, seamless customer engagement and a
superior end-to-end delivery network, Maersk enables
This is to avoid divisions coming across as separate its customers to trade and grow by transporting goods
companies, and to ensure continuity in the brand anywhere - all over the world.
structure and expression. When referring to all of the
businesses within A.P. Moller - Maersk, it is advised
that you replace the term “Group” with “all of our
companies” or “across A.P. Moller - Maersk / Maersk”.
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Name and logo PAGE 6
The Maersk logo
The Maersk logo consists of the seven-pointed white
star enclosed in a Maersk Blue box, accompanied
with the name of the Maersk brand or Business Unit
in question. All names must be typed in the Maersk
typography, specially designed for the brand. The
proportions and colours of the logo are fixed and
must not be altered or modified.
Logo examples of Maersk brands and and Business Units
Logos in use
The Maersk name should always be vertically centered and placed to the Logo versions
right of the star. This applies at all times. There are four versions of the logo, which are intended for use on different backgrounds. The logo can be placed
on any background colour, but the star must always be white.
The star may not be used alone without the prior approval of A. P. Moller
- Maersk.
Maersk Logo - Positive Maersk Logo - Negative Text
Maersk Logo - Negative Maersk Logo - Black/White
Size of the logo
The width of the logo, including the fragment (the
logo type), is exactly one fourth of the page width
measured from the inside of the border. For A6, M65
or other formats with a width narrower than 12 cm,
the width of the logo (including the fragment) is
exactly 3 x the grid measured from the inside of the
border.
While the size varies on different digital platforms,

depending on its position, the minimum size of the
logo should always be respected.
The height of the logo should never be less than 5

mm.
Cut out
For most printed brand materials, such as adverts,
PowerPoint presentations and front pages, the
Maersk logo should always be placed in the bottom
right corner along with a white rectangular fragment.
The size of the fragment is defined by the size of the

Maersk Blue star logo – and scaled accordingly. When
using the logo in fragment, the bottom edge of the
background colour or photo should always be aligned
with the top of the logo as shown.
Free zone
As illustrated, the open space surrounding the logo
is defined by the width of the Maersk Blue box. No
text or images should ever be placed within this area
around the logo.
To facilitate easy use, all logo files have a white

background and the correct spacing around the logo.
This way, you can always be sure that the spacing is
correct. Please do not alter or modify the logo files.
Free zone
As illustrated, the open space surrounding the logo
is defined by the width of the Maersk Blue box. No
text or images should ever be placed within this area
around the logo.
To facilitate easy use, all logo files have a white

background and the correct spacing around the logo.
This way, you can always be sure that the spacing is
correct. Please do not alter or modify the logo files.
History on the logo
The Maersk logo and typeface we know and use today, were designed by the Danish
architect, Acton Bjørn, in 1973. The logo typeface was specifically developed for use in the
logo and should never be used for anything else.
The star The logo

Based on a letter from A.P. Møller’s father, Captain The second part of the Maersk logo is the Maersk Blue
Peter Mærsk Møller, the seven-pointed star logo came background behind the white star. The white star on
into existence in 1886 when his wife, Anna Møller, a light blue background was first used when Captain
accompanied him on a vessel where she fell critically Peter Mærsk Møller bought his first steamship, the
ill. Whilst praying for his wife’s recovery, Captain Peter S.S. Laura, in 1886. When Captain Peter Mærsk Møller
Mærsk Møller saw a star in the cloudy night sky that and his son A.P. Møller established the Svendborg
filled him with hope. Steamship Company (i.e. the forerunner of A.P. Møller
– Mærsk A/S) in 1904, the white star was retained as
He explained the symbolism of the Maersk star, which the funnel emblem on the company’s vessels.
he painted on the funnel of his first steamship the
S.S. Laura, in a letter to Anna. The letter read, “The In 2016, the Maersk Blue was defined as a unique
little star on the funnel is a reminder of the evening Pantone colour, based on the original Hempel colour
I prayed for you so dejectedly and anxiously, asking used for painting the Maersk ships since 1955. The
for a sign that I might see in the grey, overcast sky; a Maersk Blue Pantone colour belongs exclusively to
reminder that the Lord hears our prayers.” A.P. Moller - Maersk.
Creating new logos Partners’ use of Maersk as reference case
A.P. Moller - Maersk employs a corporate logo along The iconic Maersk name and logo are a vital part of
with a collection of Maersk brand logos and a number our brand. These elements are recognized worldwide,
of ’stand-alone’ brands. Together, they form a valuable and they serve as the shortest possible portrait of
brand asset for A.P. Moller - Maersk as a whole. our company. Inherent in our logo is all the goodwill
and trust that customers and stakeholders place in
All internal and external communication should help our brand. Our name is our most important asset, said
protect and grow the respective A.P. Moller - Maersk Mærsk Mc-Kinney Møller. That still holds true today,
brands, and should always be developed in keeping which is why we must develop and protect our name
with the pre-defined standards. every day.
The development of additional, separate or translated Maersk has thousands of partners and suppliers
logos e.g. for internal departments, websites, across the globe, from local pencil producers to
trademarks, projects and products dilutes the power global IT partners. We receive many requests for
of the Maersk brand, confuses customers and the use of our name and logo by vendors – often
audiences and increases legal risks to A.P. Moller for use in reference cases, on websites or in larger
- Maersk. This is therefore not permitted, and all video productions or the like. And while the individual
production of logos can only be initiated by A.P. Moller request to use Maersk as a reference case story might
- Maersk. seem reasonable, the aggregated number of various
requests come with a significant risk to dilute the
However, you are free to create themes, as this is perception of and goodwill in our brand.
different to developing logos. Key messages and
images can be combined to create a themed montage Therefore, our default position is that we do not allow
e.g. for a specific programme or event. Such themed third parties to co-brand with us or use our name/
montages are never to be connected to the Maersk logo. We recommend that simple terms and conditions
logo, nor do they replace an existing logo or become a are set straight from the beginning of a business
new one. partnership, in order to avoid disappointments later
on.
Type and typography

2. Type and typography
The power of typography

The right typeface is a character boost to any brand
License
Use the Maerks font family for graphic and printed
A.P. Moller - Maersk utilises a
identity. A visual tone of voice that can saturate a
brand on multiple platforms and ensure a strong
materials such as brochures, business cards, adverts
and websites.
range of core brand assets to
brand identity – even when images and logos are out maintain a strong identity across
markets and communication
of sight. The Maersk font family is managed by Corporate
Branding, A.P. Moller -Maersk, and are not available
for direct download.
platforms.
A G Z
One of the core asset is the
official corporate typeface, the
Maersk font family.
X 4 K
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Type and typography PAGE 16
The new Maersk Text brand typeface is tailored to the Fully owned by APMM
Maersk brand and offers a wide range of possibilities The Maerks font family is designed and developed
for unique and consistent communication. for A.P. Moller - Maersk by Kontrapunkt. Copyrights
belong to A.P. Møller - Mærsk A/S.
Connects to both our customers and the brands of
A.P. Moller - Maersk Fonts for Microsoft Office
A
By applying a common typeface across touchpoints, The Maersk Text typeface family contains font files
and even across brands, this brings ease of use and designed specially for Microsoft Office named Maersk
builds trust from our customers in doing business Text Office. The Maersk Text Office files include only
with us. one set of numbers, built on a fixed width to ensure
Chapter title – Feel free to type here, Erickson.
that columns of numbers align neatly and numbers
AMK
This also gives our audience and customers an are designed to the same width across all styles in the
indication, and will never be in-doubt, that we are family, ensuring that highlighting text in bold won’t
a connected business and that we are truly one disrupt the grid. Maersk Text Office files also contain
company. special kerning to support Microsoft Powerpoint.
The Maersk Text Office typeface is style linked to work
Designed for digital and print with shortcuts in Microsoft Office. Microsoft Office
The biggest challenge typefaces face these days is applications like e.g. Word use shortcuts for switching
that they’re often being used in smaller and smaller between the different weights of a typeface, e.g. make
ABCDEFGHIJKLM applications. the type bold = choosing the bold weight by pressing
‘crtl+B’(Windows) / ‘cmd+B’(Mac OS).
OPQRSTUVWXYZ Typefaces has evolved for hundreds of years, but one

truth has remained for all those centuries: Legibility is
abcdefghijklmn
Kontrapunkt P. 4
everything. It doesn’t matter if you’re reading from a

poster or from an iPad.
opqrstuvwxyz
Highly distinguishable shapes to prevent Less contrast in horizontal strokes adds black con-
ambiguity and to increase rhythm and sistency on low end displays and ads a contempo-
ease of reading. rary look to the typeface.
Having a typeface that can be used on both digital and
saengri
print, allows for the Maersk brand to have a consistent
1234567890 &.,-
and cohesive expression on all touchpoints, thereby
giving our viewers an omnichannel experience.
Open space inside the letterforms to More generous spacing to increase legi-
This creates familiarity and confidence for our
prevent from blurring their shapes.
Updated width for space

bility.
customers, partners and audience.
economic reasons.
Kontrapunkt, P. 6
Maersk homepage – V2
Examples of Maersk font family in use
QUOTE BOOK MANAGE Help Contact English Log in Settings
OUR SOLUTIONS ABOUT MAERSK GLOBAL PRESENCE LOCAL INFORMATION
Lorem ipsum dolor

sit amet
Sed ut perspiciatis unde omnis iste natus error sit
voluptatem accusantium doloremque laudantium,
totam rem aperiam
+50% Using accent

“As we invest in
enabling trade we
Lorem ipsum
Track shipments Find offices Ready to ship?
dolor sit amet,

colours can create
focus and enhance also depend on it Shipment, B/L, Container No. TRACK Country / Area name FIND GET A QUOTE BOOK ONLINE
consectetuer
adipiscing
visual hierarchy
to progress”
SUB TITLE
Søren Skou
Maersk Group CEO
Global presence Find a schedule
We carry millions of tons of cargo every single day. Our Accent colours are useful
Search our extensive routes to find the
schedule which fits your supply chain
vast network covers over 300 ports in more than 120
countries, giving you a fast, reliable and regular identifiers
Origin when used subtly to
connection to all corners of the globe.
distinguish
Destination
between editions
3gr. per ton per km 560 gr. per ton per km BROWSE OUR NETWORK
SEARCH
1904 130 88,000
COMPANY COUNTRIES STATISTIC STATISTIC HERE
ESTABLISHED HERE
* Indicative colours only
Every 15 min. one “As we invest

82
our vessels call a port in enabling About Maersk
somewhere in the world. trade we also

A.P. Moller - Maersk is an integrated transport and logistics company and is a
global leader in container shipping and ports. The company employs roughly
depend on it
88,000 employees across operations in 130 countries.
97% are on time. to progress”

BECOMING A CUSTOMER OUR HISTORY
Søren Skou
Maersk Group CEO Night mode example V1
OUR SOLUTIONS
Propelling your ambitions Dashboards Power BI Tools External Links

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots
in a piece of classical Latin literature from 45 BC, making it over 2000 years old
READ MORE
Dashboard
As we invest in
A.P. Moller - Maersk Every 15 min. one our vessels call a port
Cost / Vessel per day Reliability / Power generation Reliability / Propulsion Reliability / Cargo equipment
enabling trade somewhere in the world. 97% are on time.

2,96K 98,57% 95,38% 97,84%
is a global integrator of we also depend Supply chain design Shipping & cargo solutions Freight forwarding services
containerlogistics operating in on it to progress

130 countries with a workforce
of over 66,000 employees
OUR EXPERTISE
Seamless shipping of your cargo Lowest
2,43K
Highest
3,21K
Lowest
89,42%
Highest
99,56%
Lowest
92,39%
Highest
98,82%
Lowest
87,92%
Highest
99,12%
Maersk has solutions that offer both small and large businesses the opportunity
to grow. We serve our customers with frequent departures on all major trade
Explore more on maersk.com lanes and inland services for a true end-to-end experience. View full report View full report View full report View full report
VIEW ALL COMMODITIES
Explore more on maersk.com Headline here Switch here

Dropdown Dropdown
START DATE END DATE

RETURN TEMP SUPPLY TEM P
Dangerous cargo Electronics Fish & seafood Fruit & vegetables
03/03/2018 09/03/2018
Whatever your cargo, our team of Whether you are shipping Our advanced shipping solutions are Whether you are shipping avocados,
cargo management specialists will smartphones, computers, TVs, or designed to make sure your chilled citrus, grapes or plums, we will make CURRENT
work with you to ensure your kitchen appliances, we have the and frozen goods are loaded faster sure that your goods arrive in peak
dangerous cargo reaches its capacity to deliver your electronics and arrive fresher than ever before. 30C – whatever their
condition
destination safely and on schedule. cargo safely and securely. destination.
27C
24C
21C April 2017
18C 96,12%
13C
15C
Latest NEWS IN EUROPE SET POINT
12C
1 9C
2 Maiden call of 2nd Generation Triple-E 03/03/2018 03/04/2018 03/05/2018 03/06/2018 03/07/2018
3
vessel to Hamburg
While on her maiden voyage, the “Munich Maersk” berthed at EUROGATE
4 Container Terminal Hamburg on 5 August …
RETURN TEMPERATURE SUPPLY TEMPERATURE POWER
5 READ MORE
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Type and typography +5.4 C +5.2 C ONPAGE 18
LOOKING FOR A QUICK ANSWER?
Typographic hierarchy Typographic hierarchy expresses an organisational
system for content, emphasising some data and
Hierarchy helps readers scan a text, knowing where
to enter and exit and how to pick and choose among
Creating emphasis within running text
Emphasising a word or phrase within a body of text
dimishing others. it’s offerings. Each level of the hierarchy should be usually requires only one signal. Using bold is one of
signlaed by one or more cues, applied consistently the standards forms of emphasis, as well as changing
across a body of text. A cue can be spatial (indent, line colour.
spacing, placement on the page) or graphic (size, style,
colour of typeface.). Avoid too many signals that would cost confusion to
the reader.
HIERARCHY Hierarchy HIERARCHY

I. Business segments Business segments BUSINESS Ocean
A. Ocean — Ocean SEGMENTS Logistics & services
B. Logistics & services — Logistics & services Terminals & towage
C. Terminals & towage — Terminals & towage Manufacturing & others
D. Manufacturing & others — Manufacturing & others
I. Customer segments CUSTOMER Expertise

A. Expertise Customer segments SEGMENTS Ease
B. Ease — Expertise Ambition
C. Ambition — Ease
— Ambition
I. Building blocks BUILDING Simple product offering
A. Simple product offering BLOCKS Customer engagement
B. Customer engagement Building blocks Superior delivery network
C. Superior delivery network — Simple product offering
— Customer engagement
— Superior delivery network
Hierarchy as size
One of the many ways that help guide readers is
through the use of a typographic scale. Size provides a
sense of hierarchy, anchor and entry points.
H1
Maersk Headline
Bold - 114 pt
Global trade H1
Maersk Headline
Bold - 114 pt
Global trade
H2
Maersk Headline
Bold - 72 pt
Industry leader H2
Maersk Headline
Bold - 72 pt
Industry leader
H3
Maersk Headline
Bold - 114 pt Global integrator of container logistics H3
Maersk Headline
Bold - 114 pt Global integrator of container logistics
Connecting and simplifying our customers’ supply chains Connecting and simplifying our customers’ supply chains
H4 H4
Maersk Headline Maersk Headline
Bold - 114 pt Bold - 114 pt
Paragraph heading Paragraph text

Simple end-to-end offering of Simple end-to-end offering of
Maersk Headline Maersk Headline
Bold - 114 pt products and services Bold - 114 pt products and services
Caption heading Caption text

Maersk Headline The building blocks of our Vision Maersk Headline The building blocks of our Vision
Bold - 114 pt Bold - 114 pt
The typographic scale

The typographic scale has been used for centuries as a means of creating balanced and harmonious font sizing. The recommended ratio is a
classic typographic scale of two, which is a good starting point in creating your typographic scale.
Corporate Colours
1.0 Maersk Brand Guidelines – Colour 1.0 Maersk Brand Guidelines – Colour
3. Corporate Colours
Overview Overview
The Maersk corporate colours are made up of three
usiness Maersk has moved from a multi-business Maersk has moved from a multi-business
primary colours and multiple accent colours.
sed Transportconglomerate
and to a customer-focused Transport and conglomerate to a customer-focused Transport and
nt this shiftLogistics
by business. We can represent this shift by Logistics business. We can represent this shift by
The Maersk Blue is an

r palette. Maersk
usingcolours
Primary a diverse and suitable colour palette. Maersk using a diverse and suitable colour palette. Maersk
Maersk TheBlue.
is known
It is primary
Maersk aroundcolours
the world for the
consist of Maersk
Maersk Blue.
Blue, It is is known around the world for the Maersk Blue. It is
essential part of a Maersk

at remains atanthe
important part of the brand that remains at the an important part of the brand that remains at the
dark blue and white. The Maersk Blue remains at the
ions. As weforefront
move of all brand communications. As we move forefront of all brand communications. As we move
coloursforefront
helpof tothe
as aMaersk colour palettecolours can help to
brand, acting as a core
canforward company, additional forward as a company, additional colours can help to
ur core blue
enhance
tones. and provide contrast to our core blue tones. enhance and provide contrast to our core blue tones.
component in the primary,corporate

The Maersk blue is one of the core elements that
ategories: primary,
Thethe
carries colour palette
equity containsoffour
and essence categories:
a Maersk brand.primary,
It The colour palette contains four categories:
secondary, neutral the
andright
additional. secondary, neutral and additional.
is essential to creating brand expression.
However, one can still achieve a Maersk brand visual identity along with
ently across
Colours
a widecan be reproduced consistently across a wide Colours can be reproduced consistently across a wide
expression when using other primary colours in
ences are provided
range of applications. Colour references are provided
combination
CMYK (for four- with thecolour
for the Pantone brandsystem,
elements, brand(for
in CMYK imagery,
four-
the
range star,
of applications. the
Colour corporate
references are provided
for the Pantone colour system, in CMYK (for four-
typography
-screen), and
colour
sign). in solids
and iconsinetc.
as printing), RGB Primary
(for usecolours can be
on-screen),
and tints.values (for digital design).
hexadecimal
andused
as typeface
colour printing), in RGB (forand other
use on-screen),
hexadecimal values (for digital design).
and as the
tted for
brand artefacts.
Allprint.
ThePage
Maerskcolours shown
colours havehere
beenare formatted
developed andfortested
print.to
Page The colours shown here are formatted for print. Page
alette ensure
for digital.
ninea shows the expanded
consistent colour codes.
use of all colour paletteThe
forunique
digital. nine shows the expanded colour palette for digital.
colour definitions have been developed for use on
different types of media, meaning one should always
Printing Printing
consider
er possible Use the communication
as Pantones for printingmaterial
wheneverat hand before
possible as Use Pantones for printing whenever possible as
using
lour palette the
is a colours.the vibrancy of the colour palette is a
maintaining maintaining the vibrancy of the colour palette is a
colour should
priority.
be If this is not possible, the colour should be priority. If this is not possible, the colour should be
The created out of CMYK.
role of colours created out of CMYK.
- Guide the eye
- Create intuitive pathways
- Give a sense of hierarchy
- Pull focus to actions
- Give clues to the interactions
- Provide context/location
- Keep consistency in action
5 5
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Corporate Colours PAGE 22
1.0 Maersk Brand Guidelines – Colour
Dark Blue
CMYK 100/76/12/70
Primary colours HEX #00233D
RGB 0/36/61
Blue is the core colour of the Maersk Brand Identity
PANTONE 289 C / 289 U
and holds historical significance within the Maersk
Brand. This colour has three tonal variants that RAL 5003
are used alongside the core Maersk Blue. These
three additional blues within our primary colours
offer flexibility within communications. They
should be used principally throughout applications,
complemented by neutral, secondary and additional
colours as shown on the following pages.
The primary colours should be used in an intelligent Mid Blue

way, as an identifier to the Maersk Brand but should
not be overused within communications.
CMYK 93/51/6/4
HEX #0073AB
RGB 0/115/171
PANTONE 2151 C / 2151 U
RAL 5015
Maersk Blue
CMYK 64/5/7/0 Light Blue

Hex #42B0D5
CMYK 38/4/0/0
RGB 66/176/213
HEX #B5E0F4
PANTONE MAERSK BLUE
RGB 181/224/245
LAB L* 67.0, A* -21.56, B* -28.74
PANTONE 291 C / 291 U
PANTONE Color # MSK005
Data System QC RAL N/A
6
Neutrals
The neutrals palette offers a variety of supporting
tones that can be used across applications, and
enhance the primary colour palette's role as a brand
signifier. The full range of tones can be used to create
typographic hierarchies, and the lighter tones can be Ultra Light Grey Light Grey Mid Grey
used for subtle backgrounds.
CMYK 0/0/0/4 CMYK 3/3/6/7 CMYK 13/8/1//26
Please note that Dark Grey, Ultra Dark Grey and Black
HEX #F7F7F7 HEX #EDEDED HEX #CFCFCF
from this palette should not be used in blocks as a
background colour and should only be used for text RGB 247/247/247 RGB 237/237/237 RGB 207 /207/207
or line rules.
PANTONE N/A PANTONE N/A PANTONE 427 C / 427 U
RAL N/A RAL N/A RAL 7038
Dark Grey Ultra Dark Grey Black White
CMYK 0/0/0/47 CMYK 30/20/19/58 CMYK 0/0/0/100 CMYK 0/0/0/0
HEX #878787 HEX #545454 HEX #141414 HEX #FFFFFF
RGB 135/135/135 RGB 84/84/84 RGB 20/20/20 RGB 255/255/255
PANTONE 434 C / 434 U PANTONE 2334 C / 2334 U PANTONE BLACK 4 C PANTONE N/A
7 RAL 7047 RAL 6006 RAL 7021 RAL 9010

Secondary colours
The secondary colour palette, which features three
colours, is available to use in addition to
the primary colours. The connection of this colour
to the Maersk Blue helps signify the diversity of
Maersk's offer.
The secondary colour enhances and complements

our primary palette, and can be used in a functional
role to distinguish information and guide navigation.
Our primary colours should always be the most
prominent colours used within a design.
Dark Red Mid Red Light Red
CMYK 0/97/87/53 CMYK 0/95/100/0 CMYK 0/20/21/0
HEX #6B0C05 HEX #F9381C HEX #FFBAA5
RGB 107/13/5 RGB 250/56/28 RGB 255/186/166
PANTONE 7624 C / 7623 U PANTONE 2347 C / 2347 U PANTONE 488 C / 488 U
RAL 3011 RAL 3028 RAL N/A

8
Tints for digital

Each colour within the palette has 10 tints to be used
within digital applications. The tints help provide
further variation and contrast for data visualisation Blue 1 Blue 2 Blue 3 Blue 4 Blue 5 Blue 6 Blue 7 Blue 8 Blue 9 Blue 10
and asset states within user interface design. R0 G36 B61 R0 G61 B110 R0 G84 B135 R0 G115 B171 R5 G143 B199 R13 G161 B207 R66 G176 B214 R120 G199 B224 R145 G217 B242 R181 G224 B245
HEX #00233D HEX #003d6d HEX #005487 HEX #0072aa HEX #058ec6 HEX #0ca0ce HEX #42afd6 HEX #77c6e0 HEX #91d8f2 HEX #b5e0f4
Black Grey 1 Grey 2 Grey 3 Grey 4 Grey 5 Grey 6 Grey 7 Grey 8 White
R20 G20 B20 R53 G53 B53 R83 G83 B83 R135 G135 B135 R178 G178 B178 R207 G207 B207 R219 G219 B219 R238 G238 B238 R248 G248 B248 R255 G255 B255
HEX #141414 HEX #353535 HEX #535353 HEX #878787 HEX #b2b2b2 HEX #cfcfcf HEX #dbdbdb HEX #eeeeee HEX #f8f8f8 HEX #ffffff
Red 1 Red 2 Red 3 Red 4 Red 5 Red 6 Red 7 Red 8 Red 9 Red 10
R107 G13 B5 R140 G8 B5 R166 G18 B13 R199 G41 B15 R224 G41 B15 R250 G56 B28 R250 G102 B71 R255 G135 B102 R255 G158 B135 R255 G186 B166
HEX #6b0c05 HEX #8c0705 HEX #a5110c HEX #c6280f HEX #e0280f HEX #f9381c HEX #f96647 HEX #ff8766 HEX #ff9e87 HEX #ffbaa5
9
Colour usage proportions

(Primary, neutral, secondary
& additional)
Using the colours proportionally helps to maintain
brand consistency across all touch-points, making
the communication materials look and feel like
Maersk. This diagram shows proportional usage of
the primary, secondary and neutral colour palette
as they relate to one another.
The primary colours are the core colours, and should

work alongside the neutrals where appropriate
30% P
within applications. Use of white space is key to
50% Neutral
aid information hierarchy and to allow focus within
rimary*
any design.
The secondary colours are used in smaller amounts

to highlight information and allow contrast between
content.
This diagram shows proportional usage of the

Primary, secondary, neutral and additional colour
palette as they relate to one another.
The additional palette is used when more

differentiation within data visualisation or user
interfaces is needed.
5%
l
di t i ona
15% A d
Secondary * Percentages are approximate ratios and usage
proportions will fluctuate per application
11
Gradient examples In use example

Colour gradients
Toolkit Light Blue Light Blue
The primary colours can be used to form gradients Document

mimicking the environment in which Maersk Heading
ships operate. These gradients create a variety of
2018
backgrounds for use on visual communications.
Here are examples of using different tonal ranges of

the Maersk Blue creating a variety of backgrounds.
Mid Blue
Mid Blue Dark Blue
Dark Blue Light Blue
Maersk Blue
Light Blue Maersk Blue
12
Colour gradients
Technical – printing
When printing gradients there are adjustments
that can be made using Adobe Photoshop to avoid
any 'banding' within the gradient.
First open the file in Adobe Photoshop.

To create a slight blur use the Filter tab > Blur >
Gaussian Blur > 1.3. From here again select the
Filter tab, then > Noise > Add Noise > 2%.
This process can be slightly adjusted to suit the

desired outcome.
13
+50% “As we invest in
enabling trade we
Lorem ipsum
dolor sit amet, also depend on it
consectetuer
adipiscing to progress”
Søren Skou
Maersk Group CEO
3 gr. per ton per km 560 gr. per ton per km
Every 15 min. one “As we invest

our vessels call a port in enabling
somewhere in the world. trade we also
depend on it
97% are on time. to progress”
Søren Skou
Maersk Group CEO
As we invest in
A.P. Moller - Maersk enabling trade
Every 15 min. one our vessels call a port
somewhere in the world. 97% are on time.
is a global integrator of we also depend
containerlogistics operating in on it to progress
130 countries with a workforce
of over 66,000 employees
Explore more on maersk.com
Explore more on maersk.com
Cutting emissions by 99%
Grams of CO 2 emitted by transporting 1ton of goods 1km
560gr
47gr
18gr
3gr 3gr. per ton per km 560 gr. per ton per km
AIR FREIGHT
560g
Less polluting
Size and speed matter Interior: Extra space created by U-shaped hull. Now vessels will
Truck
47g
transport
engines which drive tow 4-bladed propellers, a combination largest container ship, Emma Mærsk. Grams of CO2 to transport
meant for slower operating speeds and greatest possible Bulbous bow 1 tonne of goods / km
efficiency. for greater Rail
fuel efficiency 18g
TRIPLE-E
3g TRIPLE-E
Emma Mærsk
e 28 June 15 July 16 July 18 July 20 July 24 July 28 July 16 August A

18 August 21 August 26 August 27 August 5 September 27 September 13 October Shape upgrade
ving of first Maersk Line takes Busan, Kwangyang, Ningbo, Shanghai, Yantian, Tanjung Pelepas, Rotterdam, Bremerh
emerhaven, Gdansk, Aarhus, Gothenberg, Tangiers, Singapore, Hong Kong, Comparison between
Okpo, South ownership of first Korea Korea China China China Malaysia Netherlands Germa
Germany Poland Denmark Sweden Morocco Singapore Hong Kong the shape of the
Triple-E Triple-E compared to
Emma Mærsk.
JULY 2013 AUGUST 2013 SEPTEMBER 2013 OCTOBER 2013
Follow the Triple-E build and

all its stories as well as
upcoming events at the ship’s Seaborne trade accounts for 80%-90% of all global trade. Container
official website: shipping accounts for approximately 16% of that volume and more Asia – Europe route as the Emma Mærsk class.
than 50% of the total value of goods transported.
www.worldslargestship.com Imports from China to EU
Triple-E can carry 18,000 TEU containers.
Gothenberg
Aarhus
Gdansk
Appliances & Furniture Textiles & Vehicles & Toys & Games Miscellaneous Bremerhaven
Kitchenware Apparel Auto parts Rotterdam
Airbus A380 Busan

Kwangyang
L: 73m
Pyramid of Eiffel Tower

A recyclable ship of the Triple-E class
vessel is steel.
Total
weight
Tangiers
Suez Canal CHINA Shanghai
Designed for 100% Ningbo

H: 93m Khulu H: 324m
Yantian
H: 137m
lower speeds
Hong Kong
London Eye 70% An online inventory of the materials used to
H: 135m
48% ‘Cradle-to-Cradle Passport’ will make it
It started with a simple idea: move at a 32% possible to locate and recycle 95% of the main
lower speed. A small change in knots cuts components of the vessel to an extent and
fuel consumption and lowers CO2 High grade Low grade Copper
25 22.5 20 17.5 steel steel
efficient across vessel operations. Singapore
144 million pairs of
Maersk Triple-E Blue Whale sneakers
L: 34m Speed (knots) Tanjung Pelepas
L: 400m
efficient container ships, designed for One single TEU can carry
8,000 pairs of sneakers.
18,000 containers can hold
144 million pairs.
are expected to be the world’s largest

ships in service.
AIR FREIGHT
560g
Less polluting
Size and speed matter Interior: Extra space created by U-shaped hull. Now vessels will
Truck
47g
transport
engines which drive tow 4-bladed propellers, a combination largest container ship, Emma Mærsk. Grams of CO2 to transport
meant for slower operating speeds and greatest possible Bulbous bow 1 tonne of goods / km
efficiency. for greater Rail
fuel efficiency 18g
TRIPLE-E
3g TRIPLE-E
Maersk Triple-E class specifications
Propulsion
Length 400 metres Twin 32MW (43,000hp) diesel engines drive two
propellers at lower design speed than traditional Emma Mærsk
Height 73 metres container vessels - reducing fuel consumption by 37%
and CO2 emissions per container also by 37%.
Beam 59 metres
Deadweight (scantling draft) 192,800 tonnes Shape upgrade

14 June 28 June 15 July 16 July 18 July 20 July 24 July 28 July 16 August A
18 August 21 August 26 August 27 August 5 September 27 September 13 October
Triple-E timeline Name giving of first Maersk Line takes Busan, Kwangyang, Ningbo, Shanghai, Yantian, Tanjung Pelepas, Rotterdam, Bremerh
emerhaven, Gdansk, Aarhus, Gothenberg, Tangiers, Singapore, Hong Kong, Comparison between
Maximum speed 23 knots (43km / h)
of planned events and Triple-E, Okpo, South
Korea
ownership of first
Triple-E
Korea Korea China China China Malaysia Netherlands Germa
Germany Poland Denmark Sweden Morocco Singapore Hong Kong the shape of the
Triple-E compared to
Crew 22 (normal), 34 (maximum)
maiden voyage port calls Emma Mærsk.
* subject to change JUNE 2013 JULY 2013 AUGUST 2013 SEPTEMBER 2013 OCTOBER 2013
Bringing colour to the sea
The light blue colour has been a fundamental part
of the Maersk brand since 1886, when it was first
used as the background colour for the Maersk logo
on the steamship S.S. Laura. As the fleet grew a need
emerged for the Mærsk ships to be marked and
collected under one branded expression, and the idea
of painting the ships blue was therefore introduced
and approved by A.P Møller Mærsk himself in 1955.
Maersk Blue Pantone colour

In 2016, a unique Maersk Blue Pantone colour was
defined by the Pantone Colour Institute, and was
based on the original Hempel paint approved by A.P.
Møller in 1955. The colour is exclusive to A.P. Moller –
Maersk and ensures a strong brand recognition, and
has since been reproduced in all materials.
The new definition makes it possible to define and

The first Maersk vessel with a hull painted in Mærsk Blue was the Regina Mærsk, dating back
communicate the colour through an established, to 1955, and was Denmark’s largest ship at the time. The blue colour allowed the ships to be
proven and reliable standard that has been tried and recognised from shore, and illustrates Maersk’s long recognition of the power of one strong,
shared visual identity.
tested on all manner of materials.
Getting the Maersk Blue colour right shown. Use for print, as postcards, as cards for gifts
For the Maersk brand colour to be effective, it must etc. Soon available on Maersk Brand Store, www.
be consistently and accurately reproduced in all brandstore.maersk.com
materials and mediums as much as possible. Custom
colour swatches are available to ensure an accurate The Pantone colour swatches are free of charge, but
colour from design to production. must be used wisely as they are expensive to produce.
Should you wish to order one or more of the swatches,
Pantone Printed Sheet please send a request by email to groupbranding@
An A4 size with 8 coated print chips on each sheet. maersk.com
The removable chip format has a three-sided colour
bleed ideal for evaluating colour. Use this for design
palettes, mood boards and concept buildings, along
with colour specification, sharing and evaluation.
Pantone Textile Swatch Card

100% woven cotton fabric, size 10 x 11 cm, double-
layered on a non-optically brightened paper card.
Each swatch card is singly packed in a protective UV
bag. Use for textiles, apparel, soft home and interiors
products.
Pantone Plastic Chip

Size 7.5 x 4.75 cm, double-sided with glossy and matte
finishes. Each chip comes in a grey envelope, and can
be used for any product with colored plastic.
Postcard Pad
A pad with cards in different Maersk colour
combinations. Size 10 x 15 cm and printed on Maersk’s
preferred paper, Scandia 2000, 300 g, uncoated print.
Each card specifies the colour definition of the colours
Container colours
Dry containers
Maersk Line, MCC and Seago Line:
– Exterior paint colour is Dark Grey RAL 7040
– Interior paint colour is Red Brown RAL 8012
(previously Light Grey RAL 7035)
Safmarine:
– Exterior paint colour is Dark Blue RAL 5002
Reefer containers
– Exterior paint colour is White RAL 9003
– Interior is unpainted stainless steel panel so that can
be Light Grey RAL 7035 or White RAL 9003 as well
Data visualisation
Heat map data visualisation – recommendation v1
Tonal range
For both primary and accent colours, tonal ranges
Gradient mapping
can be used to support different messages or create
a varied expression. Per tint there’s a tonal range of
10-steps, ranging from darkest to lightest. Peaks
Lux
Creating the heat
Using one tonal rang and the use of grey helps the 10
* 0.5
map from one
0.4
viewer quickly understand the information before they 5
0.3
tonal range helps
the viewer quickly
see the key. 0.2
understand the
Intenstiy
0.1 information before
0
0 they see the key.
-0.1
-5
-0.2
-0.3
-10
The 10 tints are
-0.4
4 particularly useful
-0.5
2 within statistics
0
4
when multiple
2
-2 0 areas need
-2 highlighting within
-4 Radius one tonal range.* Diagram displayed is
for visual purposes
only. Not accurate to
original 3D model.
76
Creating the heat map from one tonal range helps the viewer quickly The 10 tints are particularly useful within statistics
understand the information before they see the key. when multiple areas need highlighting within one tonal range.
Night mode example V2
Day/night mode
Tonal variants of the colour palette have been Dashboards Power BI Tools External Links
provided to ensure accessibility throughout digital

platforms. These tones can sit behind either white or
black text to provide enough clear contrast. Dashboard
Day mode Night mode

Cost / Vessel per day Reliability / Power generation Reliability / Propulsion Reliability / Cargo equipment
A. Low emphasis* B. Higher emphasis C. Low emphasis D. Higher emphasis E. Low emphasis F. Higher emphasis
2,96K 98,57% 95,38% 97,84%
NORMAL NORMAL NORMAL NORMAL NORMAL NORMAL
Lowest Highest Lowest Highest Lowest Highest Lowest Highest
2,43K 3,21K 89,42% 99,56% 92,39% 98,82% 87,92% 99,12%
HOVER HOVER HOVER HOVER HOVER HOVER View full report View full report View full report View full report
Headline here Dropdown Dropdown Switch here
PRESSED PRESSED PRESSED PRESSED PRESSED PRESSED

START DATE END DATE
RETURN TEMP SUPPLY TEM P
03/03/2018 09/03/2018
CURRENT
30C
DISABLED DISABLED DISABLED DISABLED DISABLED DISABLED 27C
24C
21C April 2017
18C 96,12%
13C
15C
SET POINT
* To aid navigation we recommend considering the information 12C
hierarchy before choosing which button style to use. 9C
88
03/03/2018 03/04/2018 03/05/2018 03/06/2018 03/07/2018
RETURN TEMPERATURE SUPPLY TEMPERATURE POWER
+5.4 C +5.2 C ON
Recommended Action Show: All todo’s Investment and savings by month Investment Savings
Action Reason
Investigate off-service from Off-service exceeds normal

268 64 0,24
Total saving Total investment ROI
fleet group 643 limit
Check LO consumption 50 vessels are consuming more 50

LO than expected
40
Maecenas at placerat aliquam Curabitur a risus eu massa
bibendum blandit luctus accumsan iaculis et at erat 30
Pellentesque dapibus leo sit Phasellus interdum ex ut 20

MAERSK CORPORATE BRAND BRAND GUIDE Core element — Corporate Colours amet turpis aliquam maximus blandit PAGE 38
10
Nunc ullamcorper justo eu Etiam pretium convallis

lorem hendrerit nec iaculis. imperdiet ut finibus vulputate. 0
Imagery
4. Imagery
Image and video database
A.P. Moller - Maersk has an image database containing
Keywords for Maersk images
Maersk’s photographic style is described by the
Be sure to use images that support the Maersk
images for corporate use. Only registered users may
download these images. Please check the rights of
following keywords. brand and reflect real-life situations. Support
each image before use. Authentic – Show real-life situations your communication, inspire your audience and
always remain authentic.
Dramatic – Tell stories in a photojournalistic way
People – A.P. Moller - Maersk’s greatest assets;
dedicated and focused
Contemporary – Use a contemporary style in terms of
colour, tone and cropping
Authentic Dramatic Dedicated People Contemporary
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Imagery PAGE 40

Composition
The following are the three predefined compositions
for Maersk photos.
Total Half-total Close-up

Subjects
When photographing images for A.P Moller - Maersk, please bear in mind
the preferred subjects to be portrayed.
Our customers Dedicated people Impressive equipment Global locations

Where it starts and ends. The customer and their business is truly All photos should show authentic situations of people in action. Share the fascinating sides of A.P. Moller - Maersk by showing graphic A.P. Moller - Maersk is a global company, and images should help
the centerpiece of our business. Photographs of customers should Portraits should express people’s experience, as well as the skill and details and overview photos of the impressive size, scale and power communicate this fact.
portray authentic and real life situations of how we connect and dedication it takes to work at A.P. Moller - Maersk. Authenticity is key, of Maersk equipment.
simplify their supply chains. even when the sky is cloudy and the clothes are dirty. Although a photo is often accompanied by an explanatory text, it is
All Total and Half Total photos of equipment should include people important that installations, production facilities etc., are set in a
Tell a story – as in a piece of photojournalism. Carefully consider whenever possible. context that is easy to decode. Photos in this category should always
the story that each photo communicates, so that the image can state where they are taken.
subsequently be accompanied by a brief explanation or narrative. Refrain from manipulating photos into picturesque postcard
scenarios. Instead, you should maintain a certain element of As photos of places are intended to illustrate A.P. Moller - Maersk as
authentic drama. Machinery gets dirty. Weather conditions on a rig a global company, individuals do not often appear in them. If they do,
are often tough. Show things as they are. the people are usually a secondary subject.

Grading of images
Below is a guideline for professional photo editors on how to grade Maersk images. Guideline
to digital imaging/the retouching of Maersk pictures in Adobe Photoshop.
- Open the image and create a background copy-layer

- Desaturate the background copy-layer
- Use The ”Unsharp Mask” command with Amount 60-100% and Radius 60-100 pixels
- Change the opacity of the background copy-layer to 50%
- Flatten image
- Use the ”Selective Colour” command in the red channel and add red & yellow to achieve the
right skin colour
- Use the ”Hue Saturation” command to add saturation to the cyan and blue channel (the
colours of the corporate logo, helmets etc.)
- Use the “Hue Saturation” command to add saturation to selected colours from the Accent
colour palette in the Maersk Brand Guide (for example, the Deck Red colour of the vessels
and tankers)
Depending on the light in which the photo was taken and the colours present, there may
be instances where the people in the photos do not look as healthy as they should. If this
happens, the following adjustments can be made.
- Desaturate the image

- Add contrast and
- Add vibrancy to one of the Maersk corporate colours present in the photo

MAERSK BRAND GUIDE - GUIDELINES
Charts and graphs

5. Charts and graphs
The Maersk graph universe is a helpful and valuable
communication tool, when presenting and explaining
The visual language of
data on various platforms and templates. Use charts
and graphs to help your audience understand data
Cutting emissions by 99%
Grams of CO 2 emitted by transporting 1ton of goods 1km
the graphs is ensured
quickly and easily. by using simple shapes
in combination with the
560gr
Expressive graphs 47gr
Maersk typography and

These highlight facts, results and numbers. Still 18gr
simple and serious, they are slightly more vivid and

playful as they harness the full Maersk colour palette
colours.
3gr 3 gr. per ton per km 560 gr. per ton per km
and typography. Their communication is more modern

and loud due to the use of Maersk’s iconography,
combined with the contrast in the typography.
The messaging in graphs should be simple and to the Invested capital end 2014 Invested capital end 2014
point. You can change the size of the graphs according
to your purpose – e.g. by using bold contrasts in
typography, colours and other graphic elements such
as Maersk iconography. Lorem ipsum 40% Lorem ipsum 40%
Dolor sit 11% Dolor sit 11%

Amet consew 12% Amet consew 12%
% of Group total Consequitor 15% % of Group total Consequitor 15%
Lorem upsim Lorem upsim

Dolor 9% Dolor 9%
Other businesses 13% Other businesses 13%
Maersk primary and Maersk primary colours

secondary colours and tints
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Charts and graphs PAGE 45
Invested capital end 2014 Invested capital end 2014
Lorem ipsum 40% Lorem ipsum 40%

Dolor sit 11% Dolor sit 11%
Amet consew 12% Amet consew 12%
% of Group total Consequitor 15% % of Group total Consequitor 15%
Lorem upsim Lorem upsim

Dolor 9% Dolor 9%
Other businesses 13% Other businesses 13%
Maersk primary and Maersk primary colours

secondary colours and tints
Pie charts Bar charts Line charts Diagrams and tables

Pie chats use all the Maersk colours, including the Bar charts use all the Maersk colours and corporate Line charts use discrete highlighting of key results and Diagrams and tables contain Maersk iconography, and
corporate blue and grey. They are simple and airy for a blue colours. The visual language of the charts is numbers etc. They come across as simple and serious thus come across as light and airy for a serious and
serious and discrete look. ensured by the use of simple shapes in combination when coupled with the Maersk blue colours, and discrete look.
with the Zetta typography and Maersk colours. The slightly more vivid with the full Maersk colour palette
graphs can be turned up or down depending on the and typography.
purpose.
The graphs can change expression from a conservative

to a more abstract look, depending on the context at
hand.
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Charts and graphs PAGE 46
Iconography
6. Iconography
The Maersk icons hold the same proportions as the
Maersk Alphabet and typography. This means that
icons should always stick to the baseline, whereas
the space between the baseline and the descender
or ascender is variable. The width of the icons is
indefinite.
The anatomy of the icons is inspired

by the Maersk Alphabet and
typography, to create a unique and
aligned visual language system.
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Iconography PAGE 48

Grid based on
type size 61,5
All Maersk icons should be drawn in the available
tailored grid template.
The grid is based on the Zetta 61.5 type size, which is

the starting point for all Maersk icons. The icons are to
be scaled up and down from the original size.
Minimum size
The recommended minimum size for Maersk icons is
the Zetta 10 pt type size.
Clearance space
The recommended clearance space for general use is
defined by the letter ‘M’ in Zetta Sans Book, as used in
17 pt in 100%. The clearance space should be scaled in
accordance with the desired icon size.
Please be aware that the clearance space should

always be determined by the context and the size of
the icons in use.
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Iconography PAGE 49

Illustrations
7. Illusrtrations
The visual language of Maersk illustrations is in line
with the Maersk iconography. Maersk illustrations are
Icons vs. simple illustrations
Simple illustrations hold the same proportions as the
Maersk illustrations are simplified symbols
divided into two style levels: Simple and detailed. Maersk icons. They are anchored to the baseline and
do not go beyond the ascender. Simple illustrations
that are used to support the design.
The simple illustrations are characterised by their vary from icons in the way that their proportions and Illustrations help the audience quickly
understand and decode the message.
solid and simple silhouettes – closely related to that anatomy are freer, in order to capture a deeper level
of the Maersk icons. of detail. The average stroke size is set to 2.5 pt, but
must be adapted to the specific context at hand.
The simple illustrations can be scaled to preference.
Icon > Simple illustration > Detailed illustration
MAERSK CORPORATE BRAND BRAND GUIDE Core element — Illustrations PAGE 51

Detailed illustrations
Detailed illustrations are characterised by their
realistic nature and high level of detail. Like the simple
illustrations, they are solid with a discrete silhouette.
You can use detailed illustrations in different colours,
allowing you to display a photorealistic level of detail.
One colour Corporate colours Additional colours

The one colour level provides a simple and discrete look, which is in line The corporate blue colours provide more detail, along with the The additional corporate colours add even more life to the illustrations.
with Maersk iconography but with far more detail. opportunity to underline specific features in your illustrations.

Infographic examples

Digital Applications
8. Digital applications
Mobile apps serve both as a digital solution and
communication tool, simplifying the process or
message.
App templates
The Maersk app design guidelines provide valuable
guidance and inspiration for designers creating mobile
applications, effectively enabling Maersk brands
and Business Units to bring their digital products to
market faster and in a higher quality. The guidelines
ensure that all apps are consistent with the Maersk
brand’s mode of expression, and provide a coherent
user experience across all apps developed by Maersk
brands and Business Units.
Mobile apps serve both

as a digital solution and
communication tool,
simplifying the process or
message.
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Digital Applications PAGE 55

Grid, units and spacing
The available grid template is to be used to develop
app design with precision and consistency across
all pages and screens. It is a tool for adding design
elements such as images, icons, texts etc. It ensures
spacing between elements and objects with different
sizes.
The grid
The grid developed for the Maersk app design
guidelines is based on 32 horizontal square units. The
grid scales and adapts content on different mobile
devices.
Always place the content within the ‘Content Safe

Area‘. Graphics and image elements can be full-width.
As a rule of thumb, there should be a minimum of a
2-unit spacing between non-connected elements. The
type does not necessarily have to be aligned with the
grid.

App icon system
Every app needs an icon for the user’s home screen.
The icon should explain the purpose of the app and
communiate its sender, whilst supporting the overall
look and feel of the Maersk brand.
Icon system
App icons contain two central elements: Artwork
(image, graphics, illustrations or typography) and the
Maersk fragment frame with the logo. Long Maersk
brand and Business Unit logos are implemented with a
white gradient at the end of the logo.
Icon template
The app icon is created by applying the Maersk app
fragment frame on top of the chosen artwork.

Menus and navigation Tabular function
Another form of presenting content through a menu is
the use of a tabular function, as in the example above.
Menus must be intuitive, easy to use and readily
accessible. Menus follow the general app design –
simple and spacious. Menus should be designed using
the Maersk primary colours.
Bottom menu
A list menu may open from the bottom of the screen. Each menu
element has a height of 5 units. When it appears, be sure to use
Maersk Deep Blue colour in 50% opacity. On-page menus may be
represented by three horizontally aligned dots.

Start up screens
In apps, the loading screen serves as an on-boarding
screen. The start-up screen is shown during loading
and should state that this is an app by or for A.P.
Moller - Maersk. Make sure to limit the duration of the
start-up so as not to annoy the user.
It is permitted to use the Maersk star, as shown, in

connection with Maersk apps. Maersk brands and
Business Units should use their respective logos.

Buttons and inputs
The style of buttons uses the Maersk primary colour
palette. A stand-alone button is always in solid colour.
Use colour tints to differentiate between primary and

secondary calls-to-action. The light button version is
created by placing a 10% white on-top of the Maersk
Blue colour.
Video player
The elements in the Maersk video player are placed on top of a 50%
transparent solid Maersk Deep Blue colour. Whilst the the video is
playing, the control elements fade and reappear by tapping the screen.

Dialogs and feedback
A dialogue and a feedback box will appear on top of
the content until the user performs a specific action.
The content is dimmed by a 90% transparent solid
Maersk Deep Blue colour.
As a rule of thumb, the box has a 3-unit margin from

the left and right edge of the screen. The minimum
height of the white area is 9 units. The height of the
white area expands to fit the amount of content, with
a 3-unit margin above and below the content. The
height of the white area may be smaller in the case of
graphics for optical reasons.

Carousels
Use dot indicators to let the user know it is a carousel.
Dot indicators can both be used on top of images and
solid colours.
For use on top of an image, please use a 2px outline

100% solid as non-selected. For use on top of a solid
colour, the selected indicator must be filled with solid
white. The non-selected area uses a filled solid with
25% transparency.
Use arrows to emphasise the carousel.

Lists
Simple list and settings News listing Image gallery

To the left is an example of a simple list element. Dividers use the grey background colour and The above are examples of two different image gallery list views. Elements are separated The above are examples of two different image gallery list views. Elements are separated
have a height of 2px, filling the full width of the screen. Whilst the height of the list element horizontally and vertically by dividers with a height of 2px and that fill the full width of the horizontally and vertically by dividers with a height of 2px and that fill the full width of the
can vary, the overall aim should always be to create a spaciousness expression. screen. Here too, the dividers are made using the grey background colour. screen. Here too, the dividers are made using the grey background colour.
To the right is an example of settings. If possible, please maintain a 2-unit spacing between list
elements that contain different content. Again, remember that elements are to be separated
by dividers of 2px in height and that fill the entire width of the screen. Please note that the
toggle switch follows the original native style of the mobile device’s operating system.

In-app infographics
Keep infographics simple and to the point.
Imagery and illustrations can be used in infographics

to emphasise the story and enhance the user
experience.

Office tools
9. Office tools
Word
It is critical that the Maersk brand is preserved in all
print materials, including letterheads. When using
Microsoft Word, be sure to use the Word templates
available in Templafy, which can be accessed by A.P.
Moller – Maersk employees through the Microsoft
Office package. Templafy contains templates for a.o
letters, faxes, memos, press releases and minutes of
meetings. Please remember that the corporate font
for Office use is Verdana 9 pt.
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Office tools PAGE 66

PowerPoint
A template and user-friendly PowerPoint tool is Simple pointers on how make good presentations
available to ensure an aligned corporate visual - Turn on the drawing guidelines and use them to
identity in all presentations. The tool is integrated in place your content. Right-click in the blue area next to
the Microsoft Office package, which can be accessed the slide and select ‘Grid and Guides’
by A.P. Moller – Maersk employees via the “A.P. Moller - Keep the content within the outline shown on the
– Maersk tab” at the top of the programme bar. next slide
- To ensure legibilty, be sure to only use font size 20
When creating presentations, please remember the and up
following: - If you do not have any appropriate visuals, just use
a simple text slide without any clipart/images or
- Use the templates in the slide shopper and modify illustrations
them to suit your own purpose - Be consistent in your choice of colours – and do not
- Keep your presentation clear use too many
- Remember the phrase, ”less is more” - When using animations, keep them simple. Use ‘fade’
or ‘wipe’ (from the right or left)
- For transitions between slides, use ‘fade smoothly’

Email signatures
The email signature is designed to ensure an aligned
expression in all emails sent by A.P. Moller - Maersk
employees.
Each employee is responsible for ensuring that his or

her auto signature follows the guidelines below.
Full name – mandatory

Title – optional
Function and/or department/division – mandatory
Company logo – optional
Visiting address – optional
Legal company name – mandatory
Legal company address – mandatory
Legal company registration number – mandatory
Legal company telephone number – mandatory
Mobile number – optional
Company or brand URL – mandatory
Social icons for company – optional
A legal text should be included at the bottom of

all business-related emails, to ensure that the
information within the email is only distributed to the
intended recipients.

Email banners
Format
To ensure that email banners can be viewed in all mail
clients, including those on mobile phones, a common
and mandatory format has been defined with the
following specifications:
The core format is: 440x160px
Grids and variations

The basic grid is based on five columns and comes in
five variations.
Use of typography
To align the look and feel of the email banners, these
are the recommended maximum and minimum sizes.
The minimum size for “Caption 2” is fixed to ensure
legibility on different screen sizes.
Colours
Email banners should be created using the Maersk
corporate colours, in order to secure the Maersk
brand’s tone of voice.

Publications
10. Publications
The Maersk publication concept enables you to
design a strong visual communication, and easily
create a Maersk layout. Designing a branded Maersk
publication is all about identifying the genre and
key message in question, and using the design
elements to present the content in an appealing and
trustworthy way.
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Publications PAGE 71

Formats
The predefined range of formats covers the most
commonly used genres, from pocket sizes, standard
report sizes and A4-hand outs, to unique formats
for magazines. While the format plays an important
part in the identity of a single publication, the
recommended sizes are there to ensure a strong and
consistent Maersk brand image. Magazine Pocket book Handbook — cover/content Brochure
Minimum 220x285mm (should be at least +10mm 115×150mm 175×225 mm/170×220 mm 175×225 mm
larger (scaled proportionally) than the report
(210×270)
Fold out — folded/unfolded Report A4 report — portrait A4 report — landscape

175×250 mm/700×500 mm 210x270mm 210×297 mm 297×210 mm

Use of grids and typefaces
The grid and typefaces are two essential elements in
designing a Maersk publication. The grid defines the
layout, and the main visual expression derives from
the use of typefaces. Within the grid, it is possible
to design a wide range of different expressions that
all support the specific genre, purpose and type of
content.

Use of grids and typefaces
The grid and typefaces are two essential elements in
designing a Maersk publication. The grid defines the
layout, and the main visual expression derives from
the use of typefaces. Within the grid, it is possible
to design a wide range of different expressions that
all support the specific genre, purpose and type of
content. Magazine (suggested) — Margins Pocket book — Margins Handbook — Margins Brochure — Margins
Top: 10mm – Bottom: 15mm – Inside: 25 mm /– Top: 10 mm – Bottom: 10 mm – Inside: 20 mm – Top:10 mm – Bottom: 15 mm – Inside: 20 mm – Top: 10 mm – Bottom: 10 m – Inside: 15 mm –
Outside: 10mm / Grid 5 coloumns / Gutter: 4mm Outside: 10 mm / Grid: 3 coloumns / Gutter: 4 mm Outside: 15 mm / Grid: 6 coloumns / Gutter: 4 mm Outside: 10mm – Grid: 5 coloumns / Gutter: 4 mm
Fold out — Margins Report — Margins Top A4 (portrait) — Margins A4 Template (landscape) — Margins
Top:10 mm – Bottom: 10 mm – left: 10 mm – right: 10 mm – Bottom: 15 mm – Inside: 25 mm /–Outside: Top: 10mm – Bottom: 15 mm – left: 15 mm – right: Top: 10mm – Bottom: 15 mm – left: 15 mm – right:
10 mm / Grid: 5 coloumns / Gutter: 4 mm 10 mm / Grid: 5 coloumns / Gutter: 4 mm 15 mm / Grid: 5 coloumns / Gutter: 4mm 15 mm / Grid: 6 coloumns / Gutter: 4mm

Lines and boxes
Boxes should be used in a light tint (5-10 pct.) with a
solid one point stroke above.
The use of strokes should help tighten up the layout,

and can be used as a 1 pt stroke or a 0.25 pt hair line.

Examples of grid in use
Below are numerous examples on how the grid is
extremely flexible and supports many different
designs, illustrating the range of freedom within the
guidelines that allow for different design expressions.

Use of logo and margins on
cover
To ensure a harmonious and consistent look
throughout the various publications, the logo size and
margins are aligned on all publications.
The logo size and margin width are standardised in

three categories, relating to the size and format of
publication.
Margin width based on logo size Logo placing and use of sub-logos
The top and side margins are defined by the width of the Logo is placed in lower right corner, and the size of the star
Maersk Blue box surrounding the white star in the logo. should be consistent no matter what logo is being used.
The bottom margin is two times the height of the Maersk

Blue box around the star.

Placing of title on cover Covers with white bars Placing of title on cover with bar
When the title is written on an image or solid colour, If you’re working with a cover image that is not suited to type upon, a When titles are placed on a cover, with a top aligned
it should be left aligned and keep one logo free zone white bar can be cleared in the top or bottom of layout. bar or bottom aligned bar, the title should be aligned
from the margins on all sides. to the left side of the image and keep at least the
On portrait formats, the white bar should be the height of three times the same distance to the image and edges as the width of
The title is horisontally fixed, but can move vertically. logo free zone, and on landscape format the height of two times the logo the margin.
Subtitles can be placed lower and aligned to top of free zone.
logo.

Social media
11. Social Media
Profile picture
In this particular case an exception to the main logo
rule has been made, allowing the star to appear alone
without the accompanying name. Please note that this
format is never to be used as a logo on other media
channels.
Maersk brand and Business Unit profile image

Maersk brands and Business Units use the same icons,
but have their own name and descriptions in the text.
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Social media PAGE 80

Profile picture for
local offices
To achieve a coherent, clear and professional
appearance, the profile pictures for local offices
should follow these guidelines.
The secondary local office profile picture should only

be used on social media, where the profile picture
must be circular in shape.

Cover images
Use photos that fit the purpose and strategy of each
social media channel. Only use photographic images
and do not add any texts or graphics to them. In the
same way, collages are not permitted.
LinkedIn Facebook Twitter

Focus on Maersk people Focus on impressive Maersk assets and stories Focus on A.P. Moller - Maersk’s operations around the world

Formats
To create a coherent brand feel across all digital
platforms, the 5:3 format is used throughout, just like
on maersk.com. Scaling is important with regard to
responsive screens, such as those on mobile phones,
tablets etc.

Grid
The proportions of social media content are to remain
the same as on the website. To ensure an end result
with a Maersk look-and-feel, the grid must be used as
the foundation for variations suitable for social media.
Variations
Layout variations allow for the communication of
different kinds of content, whilst ensuring the correct
presentation of the Maersk brand. It is recommended
that the background colour of the text area is Maersk
Blue with white, Maersk Deep Blue typography or light
grey with blue typography.

Typography
There are four predefined headline styles and sizes,
and two caption styles and sizes available for use. All
styles should be set to metric kerning with 0 tracking.
The sizes and font styles of the headline and caption
formats are not to be changed. The only exception to
this rule is when one is creating infographics. In this
case, it is recommended not to use a smaller type size
than that specified in H4 for main messages.

Colours
Maersk social media design uses the Maersk rgb
or hex colour palette. The colours are used in
combination with other visual brand elements to
create a unique Maersk branded expression.
The design should predominantly be blue in colour,

and the main colour expression of a particular image
should remain professional and corporate. Use accent
colours to highlight and emphasise certain aspects
and elements on the image, i.e. when communicating
through infographics.

Using animation
Motion in videos Creating slides with several messages
Animations can be used to clarify multiple or complex Always simplify the messages and visual compositions
messages, by adding motion and choreography to the if possible. This example shows how only the numbers
content that guides the user through the message. and theme change, while the story itself is enhanced
by the use of imagery.
When creating videos for social media use, please
follow Maersk’s general guidelines in this area. It is recommended to use one variation of the grid/
layout to give focus to the content (text and/or image
Only use motion when it serves a purpose and message). The use of just one variation supports the
improves the message. The use of motion must connection between the slides/frames. If possible,
always be subtle and appropriate. Animations are to please use the same colours and type sizes to create a
be inspired by A.P. Moller - Maersk’s operations, for coherent look throughout.
example:
Animations should only be used when they serve a
- Moving great weight with ease useful purpose.
- Lifting and moving heavy and big equipment
- Putting things in place
- Always on time

Video
12. Video
Formats
Primary format Secondary formats

Maersk uses the 16:9 aspect ratio as its primary video format, which is the standard format The following formats are secondary to the above, and should only be
for most TV and computer screens. used if the primary format is deemed unsuitable. An example of this
could be a specific social media platform, where the video has been
When creating video elements, please keep in mind that the video will often be viewed on created for a special screen size, e.g. 4:3.
different platforms and screen sizes. For example, a corporate presentation may be created
specifically for a meeting (and shown on a big screen - with the help of a projector) but may
later be uploaded to a social media channel and watched on a small screen or mobile device.
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Video PAGE 90

Grid and variations
For social media, Maersk uses a grid that is similar to
that used for other Maersk digital platforms. This is to
ensure streamlined proportions across all platforms.
The grid creates the correct proportions and defines

a structure. Use the grid as a guide for placing text,
backgrounds and images. This will provide you with
options for variation, whilst ensuring the content
maintains the right balance and proper proportions.

Elements
Intro and title screens
If the message of the video needs to be framed before The colour of the title screen can vary depending on
the viewer sees the video, please add a title screen its purpose and how branded it should be.
with a relevant title and the Maersk logo. Title screens
are optional, depending on the purpose of the video
and the chosen media.

Primary messages Title blocks / lower third
Video text and graphics can be used to highlight key Deciding which of the versions should be used Title block are used to introduce the people
messages and/or support the narrative. depends on the video at hand. Please consider interviewed in the video. The colour of the text can
whether the image will provide a good background for differ from the Maersk primary colours, and should be
There are two caption versions: reading of the text, or if a solid background is needed in keeping with the video at hand in order to ensure its
- Captions with background colour instead. A solid background colour allows for the text legibility.
- Captions with text directly on the image to stand out.

Location blocks
When introducing a location, please use the same
guidelines as when introducing a person. The block
can be used in different Maersk colours, depending on
the image.

Credits and copyright Chapter divider
Use caption 3 for required credits or copyrights in Different variations of chapter dividers can be used
connection with videos. depending on the shift in messages.
Variation 3 can be used as a main chapter divider, and

variation 1, 2 and 4 as minor/sub chapter dividers.

Infographics
Infographics and icons can be used on all platforms
representing the Maersk brand. Develop the
infographic so as it focuses on the key message, and
make sure the design and animation support it.

Call to actions Outro
If the video has a call to action (CTA), be sure to place In outros, the Maersk logo should be presented as
it at the end of the video. This way, the viewer does not the sender of the video. The background colour of the
miss any content if acting on the CTA. The duration of outro should preferabaly be white.
the CTA depends on its purpose, and should be timed
so as the viewer is able to act on it. The logo should always be placed so that it is centred
both vertically and horizontally.
Add a clickable CTA link in the video when uploading
it to Maersk social media channels like YouTube,
Facebook, Vimeo etc.

Credits at the end of video Subtitles Hardcoded subtitles
Be sure to place credits within the grid, using only one When creating subtitled videos for social media and Hardcoded subtitles may be used if subtitles are
or two columns depending on the amount of credits. online video platforms, the native (embedded subtitle necessary in specific parts of a video. The settings for
The credits animation can either be animated between functionality of the platform at hand e.g. on YouTube, hardcoded subtitles are as follows:
screens with credits, or with rolling credits. The Facebook etc.) should be used. The functionality fits
background and text colours for the credit slides can different devices and supports the user’s language
vary within the Maersk primary colours. and sound settings. Furthermore, it follows standard
subtitle formats.

Animation concept
When creating Maersk videos, use motion to support When to use motion
the messages and help the viewer understand the Use motion to bring focus to a message and to
flow of the film, and make sure it is actually serving a support the storyline of a given video. For these
purpose and improving the overall communication. purposes, there are two ways of animating videos:
Motion concept Motion from top and down is used to attract focus
Animations are inspired by A.P. Moller – Maersk’s when content appears. Motion is not used when
operations: content disappears.
- Moving great weight with ease Use fade if the content is not to attract attention.
- Lifting and moving heavy and big equipment Refrain from using vertical or horizontal fade.
- Putting things in place Text, graphics etc. can follow the cuts in the videos
- Always being on time to create a natural appearance of content. Text and
graphics can also appear without animation.
Maersk animation
Use the easing curve to achieve a natural movement Use only one animation per item. For example, if it is
within the Maersk tone of voice. To accomplish this introduced by animation it disappears with a cut.
look, the layer animation should be 1 second long with
a y-position value, starting from -20 units and ending Animation of logo
in the desired position. While the incoming position The Maersk logo always appears with a cut between
velocity should be 80% influence, the outgoing should screens, a subtle fade in or without fade. Never add
be 20%. motion animations to the logo.
For opacity, the opposite is true: The incoming opacity Animations of infographics
velocity should be 20% influence while the outgoing When creating infographics, please use motion to
one should be 80% influence. support the message by choreographing each item/
part of the illustration.
Animations start hierarchically from top to bottom,
with half a second of delay between each section. In this example (i.e. ”Cutting CO2 emissions by 99%”),
the bars are introduced gradually along with the fleet,
to create focus on the item that is explaining the
primary message.

Website
13. Website
The correlation between the Maersk brand and
its digital platforms is important. The aim is to
connect the overall brand experience with every
stakeholder across digital touch points, regardless of
individualised content.
The guidelines show how various types of content

are communicated on digital platforms, while
taking the users’ needs into consideration. The
content and design should increase the relevance
of our communication and the engagement of our
stakeholders.
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Website PAGE 102

Grids and breakpoints
Responsive web design is an approach that allows
desktop webpages to maintain their format and
expression, when being viewed on any size of device.
Maersk’s approach to web design is responsive, which

allows the webpages to be viewed in keeping with the
screen size of the user’s device.
Overview
Desktop grid / 1200px (max width) - Margin 24px / Gutter 12px / 12 columns
Landscape tablet grid /960px > 1199px - Margin 24px / Gutter 12px / 12 columns
Portrait tablet grid /768px >959px - Margin 24px / Gutter 12px / 12 columns
Mobile grid /640px >768px - Margin 22px / Gutter 12px / 8 columns

Typography use
Typography on desktop
The Maersk brand’s corporate typeface is Zetta.

Varying type sizes and styles create a messy and
confusing layout. Therefore, the typographic scale has
a limited set of type sizes and weights that work well
together, when used in combination with the layout
grid. These sizes and styles are to be used to create
the correct information hierarchy and a balanced
content density, providing the user with a user-
friendly and comfortable reading experience.
Typography on mobile (Retina)
These mobile sizes are defined for Retina displays, and

should be used in half size for mobile devices without
Retina displays.

Image formats
Imagery is a powerful tool in conveying the Maersk
brand story and message. It has the power to connect
with readers on an emotional level, enhancing their
overall experience and creating a sense of relevance.
It also helps to communicate the message faster than
when it is only expressed in words.

Navigation
Landscape tablet and desktop navigation
The top navigation pane can contain either direct links

or dropdowns.

Mobile and portrait tablet navigation
On mobile devices, the menu is simplified and placed
in the top right-hand corner. When activated, it slides
down and reveals the 1st level. 2nd and 3rd navigation
levels slide in from the right with a back button at the
top, making it easy for users to retrace their steps.

Link hover Spacings
Modules all need the proper spacing around them, in
order to create the proper hierarchy and make things
stand out – to avoid clutter.
6 different types of spacing are to be used across

maersk.com and other digital platforms.

Page types
Landing page
The landing page is the starting point for most users.
This is where they start their journey, and where
Maersk has the opportunity to guide them and
influence their brand experience. The content on
the landing page should be thoroughly selected and
prioritised.
Section page
The section pages serve as gateways to the different
main categories of maersk.com. The section pages
should mainly consist of links and entries to stories
and pages that relate to the category, with very little
text.
Article page
Most of the content on maersk.com comes from
article pages. The article pages consist of a wide range
of modules that can be combined to fit most content,
and allow for a variety in layout.

Animation
Animation properties
All animations use the same curve, i.e. a Bezier curve
and have the following parameters: Bezier-curve (0.5,
0.1, 0.2, 1)
Only the duration of the animation differs from one

element to another.
Durations
A general rule of thumb is: the larger the screen the
longer the animation. However, duration times should
never exceed more than 1000ms.
Mobile: On mobile, the average duration should be

around 250ms.
Tablet: Animations on tablets should have an average

duration of 250ms.
Desktop: For animations on desktop the average

should be somewhere around 500ms.
In general, objects travelling farther should be

featured in animations with longer duration times, so
they do not appear as travelling too fast.

Editorial
14. Editorial
The main pillars of our communication concept are: right response from the person you are speaking to. stand-alone Energy division. When referring to one of 5m-6m (not 5-6m), 5 billion-6 billion and 5m to 6m
- Fact-based The corporate language across A.P. Moller - Maersk is the company divisions, the division name must always (not 5m-6m). Use the sign for % instead of per cent.
- Proactive British English. All material displaying global content start with a capital letter, with “division” being written However, always write percentage and not %age.
- Open must therefore be written in this language. Supporting in lower-case: Transport & Logistics division // Energy
- Relevant material can be translated into the necessary local division.
language if needed.
Use these principles actively when writing stories and Do not use the name “Maersk” in front of the division
reports, or when designing posters and other material. It is best to avoid references to “us”, “we”, etc. names, for example: Maersk Energy. This is to avoid
Instead, use the term A.P. Moller - Maersk or Maersk divisions coming across as separate companies,
when speaking collectively. If an abbreviation is and to ensure continuity in the brand structure and
Writing
necessary, spell it out the first time and then place expression. When referring to all of the businesses
the abbreviation after in brackets. From that point on, within A.P. Moller - Maersk, it is advised that you
you can then use the abbreviation instead of the full replace the term “Group” with “all of our companies” or
A.P. Moller - Maersk advocates clarity in writing. The term. When referring to Maersk, one of the Maersk “across A.P. Moller - Maersk / Maersk”. The simplified
best way to accomplish this is to write simply, using brands or one of the Maersk Business Units within company name should only be translated if it is
everyday language that can be easily understood. But a document, the company name should never be absolutely necessary. An example of this exception
make no mistake, it generally requires much more written entirely in capital letters. is if the written document is in Chinese, wherein it
effort to write simply and effectively than to depend is acceptable to translate the company name into
on the trusted clichés. Chinese characters. Registered logos for Maersk
Spelling
should not be translated for any reason.
It is especially important to avoid jargon, unless
you are sure your reader will have no difficulty in Never start a sentence with a figure, write the number
understanding it. If you cannot avoid this, be sure The official company name is A.P. Møller - Mærsk in words instead. Use words for simple numerals from
help your reader with an explanation where necessary. A/S, which is only used when it is required to refer to one to ten, with the exception of the following: in
Avoid long, complicated sentences that make the text the legal entity. This includes financial reporting such references to pages, in percentages (eg, 4%) and in
hard to read. Always use clear, direct language. as the Annual Report or the Sustainability Report. In sets of numerals, some of which are higher than ten.
English and for non-legal matters, use the simplified Use figures for all numerals that include a decimal
Put yourself in the place of the person to whom version: A.P. Moller - Maersk. point (eg, 4.25). Use m for million and bn for billion,
you are writing. Measure the style and content of but usually it is best to spell out billion, except in
your message against the reader’s knowledge of the A.P. Moller - Maersk is an integrated transport and charts, where bn is permissible but not obligatory. For
subject. Adopt a tone of voice that will achieve the logistics company with multiple brands, including a example, 8m and 8 billion. Use 5,000-6,000, 5-6%,
MAERSK CORPORATE BRAND BRAND GUIDE Guidelines — Editorial PAGE 113

A.P. MOLLER - MAERSK
BRAND GUIDELINES
UPDATED: 16 NOVEMBER 2018
If you have any questions or comments to the Maersk brand and the guidelines,
please feel free to Corporate Branding at A.P. Moller – Maersk.

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A.P.

To be the global integrator of

The building blocks of our Vision

Simple end-to-end offering of

Seamless customer engagement

MAERSK CORPORATE BRAND BRAND GUIDE PAGE 2

OUR BRAND OUR RESPONSIBILITY

MAERSK CORPORATE BRAND BRAND GUIDE PAGE 3

Core assets Guidelines

MAERSK CORPORATE BRAND BRAND GUIDE Core element — PAGE 4

Name and logo

Maersk Logo - Positive Maersk Logo - Negative Text

Maersk Logo - Negative Maersk Logo - Black/White

While the size varies on different digital platforms,

The height of the logo should never be less than 5

The size of the fragment is defined by the size of the

To facilitate easy use, all logo files have a white

To facilitate easy use, all logo files have a white

The star The logo

Type and typography

The power of typography

OPQRSTUVWXYZ Typefaces has evolved for hundreds of years, but one

everything. It doesn’t matter if you’re reading from a

Having a typeface that can be used on both digital and

Updated width for space

OUR SOLUTIONS ABOUT MAERSK GLOBAL PRESENCE LOCAL INFORMATION

Lorem ipsum dolor

+50% Using accent

dolor sit amet,

Every 15 min. one “As we invest

our vessels call a port in enabling About Maersk

somewhere in the world. trade we also

97% are on time. to progress”

Propelling your ambitions Dashboards Power BI Tools External Links

enabling trade somewhere in the world. 97% are on time.

containerlogistics operating in on it to progress

Seamless shipping of your cargo Lowest

VIEW ALL COMMODITIES

Explore more on maersk.com Headline here Switch here

START DATE END DATE

21C April 2017

HIERARCHY Hierarchy HIERARCHY

I. Customer segments CUSTOMER Expertise

Paragraph heading Paragraph text

Caption heading Caption text

The typographic scale

The Maersk Blue is an

essential part of a Maersk

component in the primary,corporate

Primary colours HEX #00233D

The primary colours should be used in an intelligent Mid Blue

PANTONE 2151 C / 2151 U

CMYK 64/5/7/0 Light Blue

RAL N/A RAL N/A RAL 7038

Dark Grey Ultra Dark Grey Black White

CMYK 0/0/0/47 CMYK 30/20/19/58 CMYK 0/0/0/100 CMYK 0/0/0/0

HEX #878787 HEX #545454 HEX #141414 HEX #FFFFFF

RGB 135/135/135 RGB 84/84/84 RGB 20/20/20 RGB 255/255/255