Shipshape Brand Manual

NO. XVII

SHIPSHAPE M A R I T I ME

R ES T O R A T I ON

S ERVI CES

An In Depth

BRANDING MANUAL Containing: Design and Brand Guidelines F O R

T H E

Y E A R

O F

2025 ADDRESS

PHONE & FAX

SOCIAL E-MAIL

SHIPSHAPE 8160 Tidal Rd. Norfolk, VA United States

P (757) 821-6309 F (757) 540-9992

www.shipshape.com walexander.@shipshape.com

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THE SEA IN OUR BLOOD

WHAT WE DO “This company that started as a gift to my great-great grandfather and turned into something phenomenal. We are more than an international corporation, we are family. We all have a shared love for maritime history.”

- William Alexander

S

hipshape has been working on shipbuilding, restoration and preservation for many years. Our company actually dates back to the foundation in 1784. A lot of things in the company have and haven’t changed since then. The one thing that will never change is our love for ships, the people we work with, and the clients we serve and are proud to share this passion.

It’s said that the ocean hides a great amount of undiscovered maritime history and artifacts. We are here to restore and preserve it. By discovering, restoring, and building old ships, we can assist historians in learning more about humanity’s nautical past relationships and events with oceans and each other.

Restoration is more than just simply fixing something. Restoring ships to us is like child opening presents on Christmas. You don’t know what surprises you’ll find but we are always excited to move on to the next gift; in our case ships. Many restoration companies exist due to one single thing we all have in common; we love history. Restoration in different areas of historical objects differentiate the individual companies, but we all have the same goal at the end of the day.

Everyone likes to experience the spirit of places and human history, so we want you to experience the spirit of our brand.

Shipshape can provide you with you the best of both worlds.

With our services we will continue to expand the world’s horizon of maritime history and inform people on what restoration really means and how important it is on a deeper level. At Shipshape, we don’t just restore and preserve history, we live it. We try to preserve as much as we can.

FROM

1784­­ 2025 TO

SHIPSHAPE

THE SEA IN OUR BLOOD

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SHIPSHAPE

BRANDING MANUAL

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HISTORY

1758

Sir Alexander Inglis Cochrane was born in Scotland, United Kingdom on April 23, 1758.

“We must all hang together, or assuredly we shall all hang separately.”

-Ben Franklin

1775

l

The American Revolutionary War breaks out. The war started in 1775 and lasted to 1783. Hundreds of thousands of lives are lost in the battles.

1784

l

The origin of our company dates back to 1784, a year after the American Revolutionary War had concluded. The business is constructed and located in Greenwhich, England. The warehouse took 2 years to construct and required a crew of 100 hired men.

1819

He expanded his naval career all the way up to the rank of Admiral in 1819, which is equal to the NATO rank of OF-9. He was given the rank Admiral, which was second in command and rank to the title of Admiral of the Fleet.

1850

Andrew Johnstone passes down the ship business down to his illegitimate son Alexander Dundas Cochrane. Alexander Dundas Cochrane renames the ship building business “DundasCochrane Ship Services”.

1935

Colonial Repairs was again renamed in 1935 to Greenwhich Restoration Co. primarily for the preservation of remaining historic British ships from as far back as the 1546.

SHIPSHAPE

O

MAKING WAVES O

1820

Sir Alexander Cochrane now buys the ship building and restoration company for his son Andrew Cochrane Johnstone to remind him of his passion and herritage.

He runs the company after his military retirement a few years until 1850 when he passes it down.

1871

Dundas Cochrane Ship Services is handed down the family. It was renamed “Colonial Repairs”. They became a the main Royal Navy ship repair company under King Edward VII’s command. This is where the company took its first big steps.

By this time the company had tripled in employees making them 300 strong.

HISTORY

2025

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WILLIAM ALEXANDER

The company was permanently renamed to “SHIPSHAPE” by the most current relative to take the helm, William Alexander.

TIME TO SHAPE UP Our company didn’t go by the name of Shipshape until 2025 when the great-great grandson of Alexander Dundas, William Alexander, took over the business that has grown into an international corporation. William was heavily inspired by the maritime heritage his family possessed. He went to study at the Imperial College in London for a Masters Degree in Marine Engineering and a Bachelor Degree in Entrepreneurial Management. William took the helm of the company in 2024.

In the year of 2025, William officially renamed the company “Shipshape”. He then decided to expand the company and move to the United States. The newest office was constructed in Norfolk, Virginia shortly after renaming the company and moving to the U.S. in 2025.

SHIPSHAPE BRANDING MANUAL

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SERVICE OVERVIEWS

SERVICES WE PROVIDE BIG REVIVALS

T

he brand Shipshape primarily focuses mainly on old wooden ships from around the world. Shipshape either transports the vessels to warehouses we utilize to restore ships or we send teams out to the location of ships that are unable to move. We work with other partners that provide heavy machinery and schematic information about the ships we work on. Shipshape has worked on famous naval ships such as the HMS Victory, USS Constitution, and Jyllan of Denmark to name a few. These ships are made up of mostly wood and are located in ports now in use for historic reminders and pieces of history for tourists and historians. These projects we undertake last us for months. Our main clients are museums and societies that have possession of these ships. Every now and then a group or individual comes along asks for a personal restoration. Our world renowned company has so much to offer besides just restoration services.

BUILDING MODELS We do more than just restore ships. Our brand also builds life scale replicas of sunken or missing ships from parts of maritime history. Ships such as the Queen Anne’s Revenge, HMS Carlisle, Solide, Prudent, and San Jose are previous life scale models that were constructed for nautical museums.

SHIPSHAPE

SERVICE OVERVIEWS

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OTHER SERVICES Believe it or not, research expeditions for missing ships in cooperation with museums all across the globe is a tertiary service of Shipshape. We continue to grow our brand through each project we handle. The passion we have becomes stronger and the horizon of knowledge continues to expand. Our love for restoration and maritime history is something we want to share with the world. It’s all about the experience with us.

Shipshape wants its clients to feel and experience the nautical history the oceans hide beneath them.

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SERVICE OVERVIEWS

SHIPSHAPE

SERVICE OVERVIEWS

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“Venturing into open waters can be scary, but we don’t let that get in the way of the destinations our company sets sail for. Shipshape embodies ambition and adventure. No company can grow staying anchored in one place.”

-Greg Bostwick

SHIPMATES

OUR PROCESS

OUR CLIENTS

Our company is like no other when it comes to job diversity. Shipshape has a lot of jobs to fill to make sure the company runs smoothly.

Some of our on hand job positions include woodworkers, architects, graphic designers, marine divers, blacksmiths, carpenters, and engineers in advanced systems and technology.

We also have desk jobs and services such as accountants, managerial staff, customer services, representatives, and receptionists. Our brand values all of our clients and employees. The more diverse the better.

The steps we take to provide clients with services that are smooth sailing requires a meeting with a representative who initially writes down details of the “mission”. Clients explain to us exactly what needs restored or replaced. An order form is giving to the clients. Within the next 24 hours we reach our client with an invoice and summary of what our company will do. The crews we assemble will come to the clients location for on site restoration. For building life scale models, we perform that service in our own warehouses across the globe.

We value our clients so much. They are what make our business. Shipshape would not be the international corporation it is today without our loyal clientele and customers. Clients who share a love of maritime history and recreation are who we reach out to the most. We also aim to interest those who have an interest in any sort of antiques or restoration activities. Most of our clients are museums or groups who own pieces of maritime history.

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CORPORATE LOGOS

CORPORATE LOGOS PRIMARY LOGO

A

llow us to introduce the brand new logo for the company Shipshape.

We figured here that if a new name is going to be given to an international company, a new logo is called for. We aren’t trying to change our image of who we are as a company but more so paint a clearer picture.

Our logo possesses the qualities the company has held for 241 years. With an engraved look to it, the logo displays our brand’s heritage and tenacity for almost two and a half centuries. The main key aspect of the logo is the visual verbal synergy it plays off of.

Our logo doesn’t just stop there in terms of correspondence to our brand’s identity. Here, the little details matter. Throughout our logo we hid two more relevant applications to help push our concept a step further which flexes our wits and cunning. We don’t just take things at face value. We look deeper into the picture we’ve painted and combine two different things to make a single unique concept.

It is our pride and joy to show off our new unique and intricate brand.

Sharing what we do is our passion. Refining the brand was a refreshing challenge the company went full sail ahead on. Here at Shipshape we aim to tell a story with through our brand. Our goal wasn’t to recreate ourselves but to step forward into the future with our ideals we’ve had for centuries in tact.

SECONDARY LOGOS

SHIPSHAPE

SHIPSHAPE

CORPORATE LOGOS

PRIMARY LOGO

BRAND MARK

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WORD MARK

SHIPSHAPE

NOTE: This is the primary logo defaulted to black and white. No stylized, animated, or hand done version is permitted to replace the brand’s official logo in any ways.

SHIPSHAPE MIN. SIZE: 1” x 1.75”

LOGO DARK VERSION

LOGO LIGHT VERSION

This version is only used when logo is on light color backgrounds and imagery.

This version is only used when logo is on darker color backgrounds and imagery.

Minimum of 1.75” on longest side

SHIPSHAPE Minimum of 1” on shortest side

SHIPSHAPE

SHIPSHAPE

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LOGO CONSTRUCTION & CLEARSPACE

LOGO CONSTRUCTION & CLEAR SPACE For any logo, clear space is extremely important to make sure that no other elements muck up the aesthetics of the brand’s visual logo.

This area specifically dedicates breathing room for the corporate logo. Any element that does not pertain any relevance to the logo cannot be within this area. Company regulations state that this area should not be tampered with or changed in any form or any way. If these specifications are tampered with, it is considered an illegal case if used for personal branding or any purposes for selling products.

LOGOS SPEAK VOLUMES

Logos are the face on a screen or paper that represent us. People will interact with a logo the same way we are programmed to react to words or actions. When someone looks at our logo, it should automatically say:

1. I am unique 2. I know and understand the audience I’m trying to reach out to 3. I know what I represent

We have tailored our brand logo to say these five things upfront.

The design of a logo combines a concept, styles, colors, visuals and sometimes typography to craft a mark for an individual, company, or groups ideals and services.

SHIPSHAPE

S

5. I am memorable

S SHIPSHAPE S

S

4. I am timeless

Our logo takes the S from our logo to uses as a reference to regulate the clear space around all of our logos to ensure a clean look.

LOGO CONSTRUCTION & CLEARSPACE

S

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S

S

CLEARSPACE

S

S S

SHIPSHAPE S

S

FORMULATION VISUALS

IDEALS

A brand’s identity is what our customers and clients will see, hear, feel, and all around experience with our services. It is extremely important to us that we align our ideals with our audience. Without

OUR LOGO

a strong relationship between our brand’s identity and how our clients view us the way we want them to, our company’s goals and visions become a little unsure to our customers.

TYPOGRAPHY

COLOR

Well satisfied customers are the ones who bring the sales that count.

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LOGO USAGE

LOGO USAGE PROPER USAGE

SHIPSHAPE

SHIPSHAPE

SHIPSHAPE

SHIPSHAPE

SHIPSHAPE

The usage of our logos are defined with simples rules. We absolutely love keeping things simple. It’s better to work smarter than harder.

The number one easiest acceptable way to use our logo properly is putting a colored background behind it and reversing the logos color to contrast. This way things don’t mesh together and the logo can be just as bold. Other acceptable uses involve changing colors that we only use in our brand’s color palette. No other colors outside the official color palettes are acceptable.

Remember to register the clearspace around the logo if you are going to use a background.

LOGO USAGE

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LOGO MISUSAGE 1

SHIPSHAPE

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3

2

6

5 SH SHIP

IMPROPER USAGE There are many ways to obscure our logo and improper ways to use them. If you stick to the simple acceptable uses we have laid out, remembering what is acceptable and isn’t won’t be a hard task. We are very specific with our brand logo. It was carefully crafted to embody all of our ideas, so we would love for it to not be changed in any major fashion.

SHIPSHAPE

A PE

SHIPSHAPE

DO NOT *1) Do not move the type anywhere else in the logo. *2) Do not combine logos in any way. *3) Do not use colors outside of the set color palette or the secondary color palette for any reasons. *4) Do not arc or render the type in any shape or form. *5) Do not tilt or angle the logo in a funky fashion. *6) Do not make the logo and background equal levels in contrasting tones or colors. We like to see our logo!

BRANDING MANUAL

“I think at the beginning of a project, you decide if you’re in love with the idea and what it’s about, or what you think it’s about at that time at least. Then you commit to it, and once you’ve commit to it no matter what, no matter how many self doubts you have, you’re in it. The ship’s sailed, you can’t turn around.”

-WILLIAM ALEXANDER

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CORPORATE TYPOGRAPHY

CORPORATE TYPOGRAPHY Typography is the backbone for almost every design. It plays the roll of deciding tone and quality in any brand. The font we selected for our primary font is Gobold. This font allows us to put a modern spin on our brand without fully risking our timeless images.

We bring current and old together to build a special relationship.

PRIMARY FONT

Gobold

Gobold

A B C D E F G H I J K L O P Q R S T U V W X a b c d e f g h i j k l o p q r s t u v w x

M Y m y

A B C D E F G H I J K L O P Q R S T U V W X a b c d e f g h i j k l o p q r s t u v w x

M N Y Z m n y z

Italic

0

9

Figures

Aa This stunning and elegant Sans Serif font is specifically designed to be timeless. The tall thin x-height and cap height make it a versatile font for fitting into smaller spaces or to have high kerning and still look aesthetically acceptable. This font is the primary font for our brand and used only in headers, some subheads, decks, and pull quotes.

1

2

3

4

Regular

5

6

7

8

N Z n z

0

! @ # $ % ^ & * ( ) - _ + = ` ~ : â&#x20AC;&#x153; â&#x20AC;&#x2DC; ; < > . , / ? | \ { } [ ]

SHIPSHAPE

Special Characters

CORPORATE TYPOGRAPHY

SECONDARY FONT

ATHELAS

Athelas

A B C D E F G H I J K L

Aa Athelas is a great typeface for using whitespace and covers most languages.

This typeface was heavily inspired by British literature.

TERTIARY FONT Adobe Caslon/ Caslon CP

Aa We only thought it’d be appropriate to use an engraved style font for our brand.

William Caslon created this font around the year of 1720 along with a few other sets of fonts. Adobe Caslon came into existence in 1990. This extended typeface added extra characters that William Caslon’s original sets did not include.

M

N O P Q R S T U V W X Y Z

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Bold

a b c d e f g h i j k l m n o

p

q

r

0

1

2

3

s

t 4

u 5

v

w

6

7

x 8

y

z

9

0

! @ # $ % ^ & * ( ) - _ + = ` ~ : “ ‘ ; < > . , / ? | \ { } [ ]

CASLON

A B C D E F G H I J K L

M

N O P Q R S T U V W X Y Z a

b

0

1

n

o

c

p 2

d

e

q

r

3

f

g

4

5

s

t

h

u

6

i

j

v

w 7

k

x

8

l

m

9

0

y

Figures Special Characters

Bold

z

*Our brand breaks the rules a bit and switches our number figures to Caslon CP. The purpose for this is to be a bit different but it is hardly a noticeable change.

! @ # $ % ^ & * ( ) - _ + = ` ~ : “ ‘ ; < > . , / ? | \ { } [ ]

Figures

Special Characters

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COLOR SYSTEM

CORPORATE COLOR PALETTE A colorâ&#x20AC;&#x2122;s role in design heavily effects how customers perceive a brand. As humans, we evoke emotions from color, and for a brand this is crucially important. Colors for a brand must feel appropriate over aesthetics. Many brands identify with a color. For example, Starbucks uses the lovely shade of green everyone identifies them with. Brand recognition can help a brand grow quickly and become prosperous. In a nutshell, color selections should be considered very carefully.

PRIMARY COLORS

These are the dominant colors in the color palette to be used.

Shipshape has two primary colors we use in our brand that are essential to our companyâ&#x20AC;&#x2122;s image. These two colors were selected carefully keeping all of our ideals in mind.

Primary Color Red

1

Primary Color Black Color Gradient

20%

100%

2

100%

20% Color Tones

Color Tones

BRITISH RED

Color Gradient

100%

75%

50%

25%

MIDNIGHT BLACK

100%

75%

50%

25%

HEX: DF1E26

EXPLANATION

HEX: 252525

EXPLANATION

CMYK: 5/100/100/1

This red resembles the Red Coats from the Revolutionary War.

CMYK: 71/65/64/70

This black resembles the the night and the shadows of the sea at sunset.

RGB: 223/30/38

SHIPSHAPE

RGB: 37/37/37

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COLOR SYSTEM

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STATIONERY SET

OFFICIAL STATIONERY SET A corporate stationery set is vital in any means of communication with other businesses and in use for official situations. Every application should be a consistent representation of what our brand signifies. Elements should be consistend and appropriate for the brand stationery.

USAGE

This shows the approved stationery set for the corporation to use in any official business meetings or outgoing information to others.

Official elements are demonstrated with their proper uses on the letterhead and business cards.

SHIPSHAPE

STATIONERY SET

STATIONERY SET

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1 of 4 Versions

PARAMETERS:

DIMENSIONS:

WEIGHT:

PRINT:

1.5” Bleed

8.5” X 11”

32 lb. Uncoated

CMYK

3 column grid

CORPORATE BUSINESS CARD SIZE: 2” x 3.5” WEIGHT: 80 lb PRINT: CMYK

U.S. Letter

White Paper

Allen Carter MARKETING MANAGER

Short Side = 2”

P (757) 821-6309 info@shipshape.co ma

www.shipshape.co m

c@shipshape.co m

8160 Tidal Rd. Norfolk, VA 23518, United States

Longest Side = 3.5”

SHIPSHAPE

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APPLICATIONS

WORK ATTIRE & EQUIPMENT Our employees wear a variety of work attire depending on the job and department they are in. Since a lot of our jobs are hands on physical work, we try to make our standard uniforms as comfortable as possible. They are made with a breathable cotton blend and flex-tech ability for comfort and work enhancing abilities.

USAGE

Our gear is branded primarily with our primary engraved style logo. Variations of the logo color are acceptable. Primarily we use our dark and light version on our equipment, attire, and personal identity badges.

SHIPSHAPE

APPLICATIONS

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STANDARD ISSUED GEAR

The gear we provide our workers are made from top quality resources to provide a comforatble fit through at the day not matter the task.

ID BADGES

Our employees are required to wear their IDs, standard gear for their department, and a hard helmet in any construction areas.

EQUIPMENT

The equipment we use is specially certified and provided through partnering companies.

Our brand is marked on all of our commercial equipment for mandatory purposes.

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APPLICATIONS

APPAREL & MERCHANDISE The rules and guidelines for our logo applications should be consistent and clean. At the same time consider some diversity in logo size, position, and color when applying our brand logo on any merchandising, commercial works, or advertising.

USAGE

We mix and match our logos with our merchandise. Only use one logo variation per product and follow the logo usage we have given in this manual.

SHIPSHAPE

APPLICATIONS

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BRANDING MANUAL

FOR EDUCATIONAL PURPOSES ONLY