Freedom within bounds

Ben Bos' 1968 logo for Furness Logistics Group

Rotterdam-based harbour group Furness N.V. was founded in 1906 as a ships agency and would later expand its divisions to include Stevedoving, Agencies and Forwarding, Shipowning, Insurance and Road Transport.

To position itself for future growth, Furness began to reorganise its divisions and set about developing a new corporate identification program. This was helmed by Dutch designer Ben Bos working at Total Design, and would be implemented in 1968. This new system intended to reflect a service offering that could deliver a bespoke end-to-end package tailored to the specific needs of a customer or provide these services individually.