IBIA’s evolution

A new identity for a transforming marine energy landscape

The marine fuels industry is undergoing one of the most significant transformations in its history. Decarbonisation, alternative fuels and technologies, evolving regulations from the International Maritime Organization (IMO), and rapidly advancing digitalisation are reshaping how the sector operates. In the midst of this evolution, IBIA recognised that while its mission remains steadfast, the way it presents itself to the world must evolve. Our rebrand is not about changing who we are, it is about better reflecting the influence, values and ambition of IBIA today.

Brand evolution

For over thirty years, IBIA has brought together every part of the marine fuels value chain — shipowners, charterers, fuel suppliers, traders, brokers, surveyors, ports, equipment providers, insurers and legal experts. With consultative status at the IMO, IBIA has ensured that the voice of the industry is heard when and where it matters most, influencing decisions that affect global maritime operations. Yet, as the world around us changed, our visual identity and communications no longer reflected the dynamism, innovation and leadership that our members and stakeholders expect.

Our previous branding served us well in the past, but it began to show its limitations. The use of a gradient, along with two different colours in the word ‘IBIA’, had originally been designed to emphasise the word ‘Bunker’, but over time it felt outdated and inconsistent.

The full name, ‘International Bunker Industry Association’, while accurate, is long and often too small to read when applied within the logo. Most people across the industry refer to us simply as IBIA, and it became unnecessary to embed the full wording within the logo itself. The logo was also vertically designed for a particular reason: when the globe symbol was first added, its shape unintentionally resembled the letter ‘C’, and when placed alongside the word IBIA, this created a negative association in some regions of the world. In addition to this, the globe itself was not recognisable without the name IBIA next to it, and the lines of the logo were too thin, meaning that it often disappeared against different backgrounds. It became evident that our visual identity no longer represented the strength, confidence and modernity of the association or the industry it serves.

IBIA redefined

Recognising this, we understood the need to redefine our brand positioning and develop a new identity that aligned with the evolution of IBIA, while better embodying our aims, strategy and values.

The logo needed to retain a strong corporate presence and convey trust and authority, but it also had to embrace innovation and modern design. At the heart of the new identity are elements that symbolise who we are and what we represent: the globe signifies our international reach and our role in uniting all players within the marine energy sector; the two vessels represent the core of our industry and the fact that bunkering is essential to its operations and last but not least, the green element acknowledges the transition towards alternative fuels and environmental sustainability.

To ensure this evolution was thoughtful and inclusive, we began by briefing different branding agencies. After careful review, one was selected to guide us through the rebranding journey. Together, we conducted a perception audit to better understand how IBIA is seen by external stakeholders. We asked questions such as when they first engaged with IBIA and why, how they would describe the association, what personality they would attribute to IBIA if it were a person, and how they rate our communications compared to other organisations. We also undertook a SWOT analysis to assess our strengths, weaknesses, opportunities and threats.

The feedback was candid and valuable.

IBIA was described as professional, credible and technically strong, but also seen by some as traditional, quiet in communication and less outward-facing than it should be.

A new narrative for IBIA

Based on this insight, the agency proposed a new narrative for IBIA.

The recommendation was to retain the name IBIA, as it carries recognition and trust, but to refresh the story we tell.

The purpose needed to be articulated more clearly and directly: to address the global challenge of ensuring a safe, sustainable and reliable marine energy supply. The narrative acknowledges the changing fuels landscape, from conventional fuels to alternative fuels such as biofuels, liquefied natural gas, methanol, ammonia and future energy sources, while reinforcing IBIA’s commitment to fuel quality, safety and infrastructure. It also highlights IBIA’s unique position as the only organisation representing the entire marine energy supply chain.

The new narrative encourages more active, confident language, moving away from passive communication. It focuses on bunkering as the essential link between energy production and global shipping, calling for clearer communication of IBIA’s achievements and contributions, particularly at the IMO.

With the narrative in place, the new visual identity was developed. Modern, bold and versatile, created to work across digital and physical formats, from event signage to mobile screens. The colours draw inspiration from the ocean and sustainable energy, deep blues and modern greens, reflecting both our maritime roots and our commitment to the future of cleaner fuels. The logo is designed to be strong, recognisable and scalable, ensuring clarity whether it appears on a business card, a conference backdrop or a digital application.

IBIA evolved – the rebrand

Alongside the logo, a complete visual system has been created, including typography, layout guidelines, templates for documents and presentations, stationery, email signatures, certificates and event materials. A new corporate video has also been produced to introduce the updated identity and communicate the story of IBIA’s evolution.

The rebrand extends beyond visuals.

It is about how we communicate, how we lead and how we connect with our members and the wider maritime community. IBIA will enhance the way it shares insights, achievements and regulatory developments, ensuring our communications are more engaging, impactful and aligned with our purpose. We will make our expertise more accessible through thought leadership content, digital platforms, training and events that encourage discussion and collaboration. Our upcoming Annual Convention will be the first major event where the new identity is fully brought to life, not only through design, but through tone, content and interaction.

This evolution is a declaration of intent. It reflects our belief that progress in marine fuels must be responsible, collaborative and driven by knowledge. IBIA will continue to support its members through advocacy, technical guidance and education, while becoming more visible, more modern and more connected than ever before. As the bunkering landscape is changing, IBIA will stand at the heart of the conversation, bridging traditional and future fuels, ensuring safety and quality, and connecting the global community that keeps world trade moving.

Elena Wilson

Marketing & Business Development Lead

[email protected]