Our brand personality - what we stand for 

We are a dynamic leader. 

We are a partner, a champion, and a leader – of expertise, innovation, and service.  

We help our members, customers, brokers, and industry partners navigate the world of possibilities ahead of them and give them the confidence to take on every challenge they encounter.  

We go beyond the status quo, push boundaries, and deliver on higher expectations by providing smarter support, deeper expertise, and dynamic solutions that help people seize more opportunities.  

Brand characteristics 

As a dynamic leader, we are: 

  • Confident – We are sure of everything we say and do 

  • Open – We are approachable, helpful and proactive 

  • Committed – We deliver unparalleled service 

  • Expert – We combine depth and breadth of knowledge and experience 

  • Progressive – We are driven by flexibility and innovation 

 And this is how we make people feel, from our own team to our members, customers and brokers and beyond: 

  • We are confident so people feel bolder about their ambitions 

  • We are open so people feel valued and understood 

  • We are committed so people feel reassured they’re in good hands 

  • We are expert so people feel supported whatever their needs 

  • We are progressive so people feel excited today and tomorrow 

Spotlight

Our brand in action – our logo

Our logo, The Guiding Star, takes inspiration from two powerful symbols.  

The North Star, Polaris, signifies unwavering strength and reliability – a constant guiding force that helps people navigate the world.  

The prow of a ship represents our unwavering commitment to dynamically lead the way in the marine sector. 

We are the constant you can rely on, showing the way towards success. 

Our brand in action – our colours 

 At the heart of our brand identity lies the NorthStandard colour palette.  

Commanding attention with a base of Deep Purple, it embodies wisdom, strength, and power – qualities we strive to deliver in everything we do. A calming Deep Blue creates a sense of trust and stability, while four vibrant accent colours add a touch of boldness and energy, reflecting our dynamic personality.