Why We're Refreshing the Helm Brand
Jonathan Cheng
Director of Growth
Over the past 25 years, Helm has transformed from a startup with big ambitions to an industry leader trusted by maritime companies around the world. And as we’ve grown, so has our brand — but not always in a way that’s been fully deliberate or consistent.
Today, we’re taking the next step: refreshing the Helm brand to better reflect who we are now — and where we’re going next.
A Natural Evolution
In the early days, Helm’s brand grew organically. Like many fast-growing companies, we focused on delivering great products, solving customer challenges, and expanding our reach — sometimes without a formal blueprint for how our brand should evolve alongside us.
That approach served us well for a time. But as our solutions, our customers, and our role in the industry have matured, it’s clear that our brand needs to match the clarity, strength, and confidence we bring to the work itself.
Moving with Purpose
Movement has always been at the heart of Helm’s identity — not just in the maritime sense, but in how we continuously push our industry forward.
Our updated brand taps into that spirit of momentum. Drawing inspiration from water — the flow of rivers, the energy of waves — our new look is dynamic yet grounded. It’s designed to convey confidence, capability, and constant evolution, aligning with the way we navigate challenges and deliver value to our customers.
Holding True to our Core
While the visual expression of Helm is evolving, what remains unchanged is what matters most:
Our mission: To empower the maritime industry with innovative technology that enhances safety, improves asset efficiency, and drives lasting positive change. We are committed to creating enduring value for our customers, communities, and staff by powering the companies and crews that sustain global trade and maritime operations.
Our purpose: Our purpose is to empower maritime businesses to optimize their fleet operations with powerful data and innovative tools, driving efficiency and excellence across the industry.
Our vision: To be the driving force behind an efficient maritime industry built on automated vessel operations and an evolving partner ecosystem.
This brand refresh simply strengthens the foundation we've built — making sure that at every touchpoint, Helm looks and feels as capable and future-ready as the technology and people behind it.
Looking Ahead
The maritime industry is entering a new era — one defined by automation, data, and innovation. Helm is ready to lead in that future, just as we've led through the challenges of the past.
Our refreshed brand signals that readiness. It reflects not just who we are today, but the bold, resilient, and forward-looking company we continue to become. That being said, we’re still the friendly, approachable company that we’ve always been (and always will be!)
Thank you for being part of this journey with us. We’re excited for what’s ahead — and we’re just getting started!