Norway is one of the world’s greatest seafaring nations and an extremely technologically advanced and modern player on the world’s seas – and below the surface.

For this reason, the Norwegian Shipowners’ Association wanted to replace the Viking ship that has characterised its logo since 1933 with a contemporary design that introduces the association as a pioneering, environmentally aware, competent and global player. The solution was on the horizon.

The design that makes a sea of difference

The photo archives of Shipowners’ Association members were full of photos of where the sky and sea meet on the horizon. This was the source of the visual identity that repositioned the Shipowners’ Association with minimum intervention. The idea is so simple and powerful that it is almost banal, and it changes the boundaries for how a conservative industry can be transferred to a modern setting.

The logo is an amazingly simple symbol that plays with the horizon, the view and the ship’s flags. The design is clean and subtle and communicates directly with the outside world. This identity reflects the poetical aspect of life at sea, as well as portraying Norwegian shipping as a modern, high technology and international industry.

Company: Norges Rederiforbund

Project group company: Håvard Aagesen, Communication Director, Norges Rederiforbund - Veslemøy Rysstad,Communication Advisor, Norges Rederiforbund

Design: Neue Design Studio

Project group design company: Lars Håvard Dahlstrøm, Senior designer Neue - Benjamin Stenmarck, Senior designer Neue - Øystein Haugseth, Senior designer Neue - Gørill Kvamme, Advisor/Manager Neue


Award / year: Award for Design Excellence - 2011

Category: Visual communication