We recently unveiled our newly designed logo, marking a significant step in our rebranding efforts. The new logo encapsulates our core values of safety, collaboration, and innovation while reflecting our commitment to our future aspirations.
We have refreshed our logo and visual identity as well as rethinking our operations to align with a more sustainable future.
We have dedicated the past four decades to responding to oil spills and other incidents that have impacted wildlife and the environment all over the world.
To maintain a level of sustainability with our new visual identity, we will take a measured, environmentally conscious approach. Our rebrand has been designed to use up existing resources, repurpose what we already have, and extend the life of essential assets to ensure we can reduce waste and environmental impact where possible.
We will gradually be phasing in the new brand across our materials and operations, to try to ensure that no resource goes to waste and that the transition is both smooth and sustainable.
Repurposing
An element of our rebranding strategy is the conscious effort to repurpose existing materials. For example, rather than discarding old branded clothing, training manuals, or signage, we've integrated a process of upcycling and repurposing these items. This will ensure our new brand is not just a visual refresh but also a reflection of our mindful approach to resource management.
We see this as an opportunity to reinforce a culture of sustainability within the company and among our stakeholders. We will be embracing innovative ways to reuse and repurpose items within our organisation.
How We Got to This Point
We chose the new branding to align with our core values of safety, collaboration, and innovation while reflecting our commitment to future aspirations. The new brand has been an evolution from our old identity, encompassing what we have stood for over the last 40 years, and looking to our future ambitions.
The rebranding process has been collaborative, involving not only internal stakeholders but also input from our members and key partners across the industry. This collective input has ensured that the new OSRL brand is one that honours our history while also looking ahead to the future—toward a future where innovation, safety, and sustainability are interlinked in everything we do.
Our new branding represents much more than a design change. It stands as a beacon of our mission to innovate and lead in oil spill response preparedness. The sleek, modern aesthetic of our new logo incorporates elements that reflect both our past and our forward-looking vision.
Our decision to roll out the new brand gradually throughout 2025 is also rooted in sustainability. This extended timeline allows us to minimise waste by ensuring that we use up existing inventories and materials before transitioning to the updated brand. It’s a deliberate, thoughtful approach that underscores our commitment to reducing unnecessary consumption and environmental impact.
Conclusion: A Brand for the Future
Our rebrand is about much more than a new logo or visual identity. It’s a reflection of how we are evolving to meet the future while remaining true to the values that have defined us for the past four decades.
As we celebrate our 40th anniversary, we look forward to the future with confidence and a renewed sense of purpose, knowing that our new brand will continue to uphold our key principles. This is just the beginning of the next chapter in our legacy of leadership in oil spill response.