New Raymarine visual identity expresses commitment to delivering innovative and high performance marine electronics (photo: FLIR)

FLIR has unveiled a redesign of the Raymarine brand, including a new logo, icon and tagline to be used in all marketing activities and throughout its products lines. Both the new brand design and tagline, “Simply Superior”, signify FLIR’s commitment to delivering world-class marine electronics through its Raymarine brand.

Retaining distinct and recognisable visual characteristics of the iconic Raymarine logo, the new Raymarine identity takes a modernised design that evokes energy and momentum, both attributes for a brand dedicated to making innovative products that help boaters enjoy their time on the water. The refined aesthetics of the new logo and brand language speak to the company’s commitment to performance, precision, reliability, and innovation.

Along with the new look, Raymarine has also adopted a new signature tagline, “Simply Superior”. This bold statement reflects FLIR’s mission to deliver superior-performing products and powerful, intuitive user experience under the Raymarine brand – from the company’s award-winning radar, autopilot, thermal, and sonar product lines to leading-edge Multi-Function Display platforms powered by its breakthrough LightHouse operating system.

“The new Raymarine logo, design language, and tagline embody our commitment to innovate and create world-leading marine electronics,” says Travis Merrill, FLIR Senior Vice President, Chief Marketing Officer. “We’re excited to begin introducing customers to a new era for Raymarine as we prepare host partners and customers at next week’s Miami International Boat Show.”

Raymarine will begin integrating its new branding in products shipping in 2017.

Tags: FLIR Systems