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Shelf Drilling Brand Guidelines: 37 Transocean Jack-Ups, a Dubai Base & a 2025 ADES Takeover

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Brand Guidelines · Field Guide

Shelf Drilling Brand Guidelines

The Dubai jack-up contractor built from Transocean’s shallow-water fleet.

FIG 7.0 — JACK-UP LEGS (ABSTRACT HOMAGE)

FIG 7.1 — GROTESQUE SANS
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Two constants: a Gulf navy, sandstone and signal orange palette and a grotesque sans register. Abstract homage — not a Shelf Drilling rig or mark; no photograph, logo or nameplate is reproduced.

Founded
Dubai, UAE30 November 2012
Origin
37 jack-ups and a swamp barge from Transocean
Known for
Shallow-water jack-up drilling
Today
Wholly owned by ADES (since November 2025)
01

A Fleet From Transocean

Thirty-seven jack-ups and a swamp barge.

Shelf Drilling began on 30 November 2012, when, by the company’s own account, it was established through the purchase of 37 jack-up drilling rigs and one swamp barge from Transocean. Its early about page named the principal investors as the private-equity firms Castle Harlan, CHAMP Private Equity and Lime Rock Partners, and said that the management team had been formed largely from Transocean’s senior leadership. For a period the two companies worked together under a transition services agreement; Shelf Drilling says its fleet achieved “substantial independence” in December 2013, with the majority of rigs by then under its own operational control.

From the start the company chose a narrow field. “Jack-up operations are our sole focus,” its homepage says, and its stated vision is to be an international jack-up contractor with a sole focus on shallow-water drilling and what it calls a “fit-for-purpose” business strategy. A jack-up is a rig that stands on legs lowered to the seabed.

The headquarters were set up in Dubai, and the company was incorporated in the Cayman Islands, according to a company update of November 2025 carried by TipRanks. Its early website listed locations in Southeast Asia, India, West Africa, Egypt, Saudi Arabia and Italy, and customers including Chevron, ONGC, Saudi Aramco and Total.

02

Colour

Newbuilds, purchases and an Oslo listing.

The inherited fleet was soon joined by new rigs. In May 2014 Shelf Drilling signed five-year contracts with Chevron Thailand for two newbuild jack-ups; steel was cut for them in the UAE that October. The first, Shelf Drilling Chaophraya, started its Chevron contract in December 2016, and the second, Shelf Drilling Krathong, was delivered from the Lamprell shipyard in April 2017 and went to work in Thailand that June, the company’s milestones page says. Both received long-term contract extensions in Thailand in December 2021.

Other additions came by purchase. The company lists an equity raise on the Norwegian over-the-counter list in April 2017 to buy three “premium” jack-ups; the purchase of the Shelf Drilling Scepter in July 2018; a February 2019 agreement with China Merchants for two newbuild CJ-46 jack-ups, the first of which, Shelf Drilling Achiever, took a Saudi Aramco contract in May 2019; and, in 2022, the Shelf Drilling Victory in July and five more premium jack-ups in October. In June 2018 the shares were listed on Oslo Børs, where they traded under the ticker SHLF.

The work has been spread across several regions. Shelf Drilling says it began operations in the UAE with NDC in June 2015, which gave it ten rigs in the Arabian Gulf, and that it signed a ten-year extension with Saudi Aramco for the rig High Island IX in May 2021. The TipRanks update of 2025 described the company as an international shallow-water drilling contractor working across the Middle East, Southeast Asia, India, West Africa, the Mediterranean and the North Sea.

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Gulf navy
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Sandstone
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Signal orange
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03

Typography

How offshore drillers present themselves.

Offshore drilling contractors sell time on rigs rather than goods in a shop, so their public identity is built around the fleet. Their websites tend to pair plain corporate wordmarks, often in navy, red or orange, with large photographs of drillships, semisubmersibles and jack-ups at sea, published by the companies themselves.

The rig is the working unit of the brand. Contractors commonly give each rig its own page with a short run of specifications: the design, the water depth it is rated for, how deep it can drill, how many people it can house, and where and for whom it is working. Shelf Drilling’s fleet page, for example, gives every one of its jack-ups the same set of fields. Rig names often share a prefix or a word, so that the company name travels with each unit from contract to contract.

Fleet-status reports are the other recurring document, listing rigs with their current customers, locations and contract periods for investors and clients. When Noble Corporation completed its acquisition of Diamond Offshore in September 2024, it published an updated fleet status report alongside the announcement, The Maritime Executive reported. Operating-region maps sit next to them, placing rigs in waters from the North Sea to West Africa and Southeast Asia.

Investor pages complete the picture, because the sector has been reshaped by restructurings and mergers. Diamond Offshore went through Chapter 11 in 2020 and 2021 and became part of Noble in 2024; Shelf Drilling became part of ADES in 2025. For designers, these companies show a corporate identity carried by rig names, specification sheets, fleet reports and maps rather than by packaging or retail.

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A sturdy grotesque sans for a rig-by-rig fleet. (Specimen set in Archivo, a sans STAND-IN; NOT the Shelf Drilling logo.)

Grotesque sans · the registerGulf navy, sandstone and signal orange · the paletteThe Dubai jack-up contractor built from Transocean’s shallow-water fleet · the signature

04

Shelf Drilling

A Dubai jack-up contractor inside ADES.

The company’s independence ended in 2025. The Saudi drilling group ADES made an offer for Shelf Drilling and raised it in September 2025, MEED reported on 14 October 2025, in a report on Shelf Drilling’s shareholders approving the takeover. The merger was completed in November 2025: a company update of 26 November 2025, carried by TipRanks, said that ADES International Holding now wholly owned Shelf Drilling, that the shares would be delisted from the Oslo Stock Exchange and that outstanding bonds would be redeemed. Drilling Contractor also dates the completion to November 2025.

The name continues as an ADES business. Shelf Drilling’s website now describes it as a wholly owned subsidiary of ADES Holding Company, carries a notice saying that it “is now part of ADES Holding,” and lists a fleet of 35 jack-up rigs, grouped under India, the MENAM region, Southeast Asia, West Africa and the North Sea. Each rig has its own entry giving the design, maximum drilling depth, maximum water depth, location, customer and accommodation. The list includes units named High Island IV and C.E. Thornton, built to designs including the MLT 82-SD-C and the MLT 53-SC, alongside rigs that carry the Shelf Drilling prefix.

The rigs now win work under the ADES name. In October 2026 Drilling Contractor reported that ADES had signed the Shelf Drilling Perseverance, a 2008-built Friede & Goldman JU-2000E jack-up rated for 400 feet of water, to Pertamina Hulu Mahakam in Indonesia, the first contract between the two companies, with work due to start around the end of December 2026. A one-year option had also been exercised on the Shelf Drilling Tenacious, a 2007-built BMC Pacific Class 375 jack-up that has worked offshore Angola since January 2022.

For a design guide, Shelf Drilling shows a fleet given one name through a shared rig prefix and a fleet page that lists every jack-up with the same set of specifications. Compare ADES, its owner since 2025, and Transocean, the source of its first rigs. For this guide we use a Gulf navy, sandstone and a signal orange with a grotesque sans, an unofficial interpretation; no product or logo is reproduced.

05

Explore & save

Keep Shelf Drilling’s identity on hand — save it to a board in the Made Good inspiration library.

Shelf Drilling identity set

Pin the Shelf Drilling Gulf navy, sandstone and signal orange palette and the grotesque sans register to your own board.

Core Palette
Homage
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Grotesque sans
The register
Grotesque sans
Gradient

♡ Save to a board

06

Source & notes

Sources: Shelf Drilling (shelfdrilling.com: home, about, company overview, milestones and fleet pages, 2012–2026); TipRanks company update carried by The Globe and Mail (26 November 2025); MEED (14 October 2025); Drilling Contractor (28 October 2026). No official brand hex is used here: the tones are an unofficial interpretation, and no product or mark is reproduced.