Brand identity

OUR NAME

Benchmark® is the name we chose to convey how we think and act. Our name influences our decisions and shapes our behaviour

Appealing to the technical B2B (businessto-business) environment — where buyers tend to make careful and pragmatic decisions — the name ‘Benchmark®’ is a word that reflects our purpose and sets out expectations around experience.

A Logo mark B Logo type

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Origin of the Benchmark® name

The name Benchmark® has symbolic value. Our name is a metaphor of what people can expect from us — we are Benchmark®, we strive to provide and maintain the highest standards in the aquaculture industry. The term ‘benchmark’ is the original reference point. The Romans used a benchmark to guarantee reliability and surveyors have always used benchmarks to measure altitudes. Today ‘a benchmark’ refers to the highest standard by which an attribute is recognised, evaluated or measured.

Our name was chosen for the long term — allowing the business scope to develop and evolve over time.

To enable people to understand our offer, our name needs to be accompanied by careful and clear message planning.

OUR SYMBOL

The term ‘benchmark’ originates from the chiselled marks a surveyor cut in a wall, pillar or building and is used as a trusted reference point in measuring altitudes

A benchmark is usually composed of an incised horizontal bar with a broad arrow immediately below. An angle-iron could be placed into the horizontal bar to form a ‘bench’ for a levelling rod, ensuring a reliable reference point from the same place in the future.

The word ‘benchmark’ also carries meaning beyond its original reference to a surveyors mark: a benchmark is a reference standard by which an attribute is recognised, evaluated or measured.

Original reference point and mark of reliability set in stonework

The Benchmark® logo design is based on a sign used for centuries — to measure and guarantee reliability

BRAND EVOLUTION

The Benchmark® logo has evolved over time to become the most visible element of our identity — a universal stamp of approval across all Benchmark® assets. It’s a guarantee of quality that unites our diverse offering

History of the Benchmark® brand

2000-2010 — Logo before rebrand

2010 — Pre-plc branding

2015 — Post-plc rebrand

2017 — Single brand transition

Construction of the Benchmark® identity

The Benchmark® identity was created by interlocking the strengths of the business together, aligning the synergies of innovation and technical expertise across the group.