Left: Due to the company's expansion to several countries in Africa, the name 'Bahrain Maritime and Mercantile International' had become unwieldy and highly localised. The company's brand mark, whilst employing English letterforms, was not clear. To become a pan- continental entity the brand mark was evolved by making the lettering more easily readable to a wide audience whose first language is not necessarily English. Right: Branding for a joint venture company in Kuwait