SeaRiver Maritime

  • Market Research
  • Naming Strategy Development
  • Name Development and Testing
  • Logo Development and Testing

In the aftermath of the Exxon Valdez oil spill in 1989 the name of the operating company – “Exxon Shipping” – was toxic: a classic case of when you really need to come up with a new name.

A classic process of new name development was also called for:

  • Setting clear criteria by which to judge prospective new names
  • Conducting wide-ranging creative development exercises for new names
  • Market research to evaluate the finalists
  • And a similar, but far more focused, process to develop a logo for the new name

The result – “SeaRiver Maritime” – was selected for these reasons:

  • The combining of “sea” and “river” was a nod to the fact that just as Exxon had ocean going vessels it also had transports going up and down the Mississippi river system in the US.
  • The name was extremely descriptive of the enterprise: sea and river maritime operations. Thus, while different from the previous name, it was also transparent.
  • The resulting (final) logo was deemed distinctive, easy-to-read, and “friendly.”

SeaRiver Maritime continues to operate to this day.