TINE’s name, logo and visual identity were launched in 1993. The motivation for this move was that

was in a position where it could soon become a member of the European Union, and the company would thus be faced with a new competitive situation. It was important for the company that its visual identity should illustrate the company’s origins and halt foreign competition.

The jury’s verdict:
TINE has launched a number of new products over the last ten years, and has worked continuously to strengthen and protect its brand against increasingly stringent competition. TINE is one of the strongest brands in

today, and the logo is among the best known logos in

. The butter churn gives associations to nature, tradition and everything that is typically Norwegian. The basic design is very long-lasting, and the logo works well in all of the company’s product categories. TINE’s visual identity creates a sense of security and recognition, and over a number of years it has proved to be an extremely strong and affirmative brand model.

Company: TINE BA

Project group company: Per Hatling (Managing director), Per Arne Vatle (Marketing director) and Tor Guttormsen (Area and project manager)www.tine.no

Design: Brand House AS/ Brand House Designbyrå

Project group design company: Carl Tørris Christensen (Head of design and strategy), Per Magne Lund (Designer/Creative leader) and Kari Bucker Johansen (Consultant)www.brandhouse.no

Award / year: Classic Award for Design Excellence - 2007

Category: Graphic design