In late 2025 I undertook a project to create the visual identity for the European Safety Bureau, a sister company to Navitas Safety, whose brand identity it had (until then) operated beneath. The challenge was to take the existing identity and make something familiar but new, complimentary but distinct, so the two businesses could operate both in tandem and as singular points of service depending on customer needs.
European Safety Bureau
Brand Identity, 2026
ESB, primarily a food safety auditing operation, take pride in more than 30 years of delivering excellence, as well as its extremely experienced team of auditors, who each boast many years of experience as food safety experts and EHOs.
This focus on experience and prestige sets ESB apart from its sister business (a more modern & innovation-centric outfit) and necessitated a maturation of branding. Every choice was informed by the commonalities and distinctions between the two IDs.
To start, ESB’s colour palette was derived initially from the existing darker tones in Navitas Safety’s palette. Congruity for existing customers was key; the exceptional service provided would not be changing. Thus, the new ESB brand starts from a point of familiarity and expands outward and forward.
The new logo, an inverse of the Navitas Safety elephant icon, functions a dual purpose:
[a] Firstly, the two logos exist as puzzle pieces of a cohesive whole, where Navitas Safety’s software & technology and ESB’s services are often interconnected and strengthen each other when used together.
[b] Secondly, a nod to the systematising of peace-of-mind through rigorous analysis and testing: the expert’s review, a box on your checklist filled and ticked by ESB, one thing less to worry about in hospitality. This theme continues through the visual motif of a line resembling the auditor’s pen, arcing through backgrounds and circling objects-of-interest throughout visual materials.
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︎ Travis Donnelly
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