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Branding > 10.3 Motion Logo

Amerikalinjen – A hotel for the modern explorer

by Scandinavian Design Group

One hundred years ago, the Norwegian America Line moved into their main office building in Oslo. NAL was responsible for ferrying hopeful Norwegians across the Atlantic Ocean to America – the land of opportunity. Now it’s time to dust off the chairs, fill up the glasses and transform this iconic building into an exquisite boutique hotel, a starting point for modern explorers and new discoveries. Travelling and navigating by compass used to be the way of finding the right direction in the olden days. To reference travelling in the new identity for the hotel, we use the logo for Amerikalinjen as our compass. Always pointing out the right direction. As one of our outtakes where we put the idea into practice, we use the gyroscope technology which is found in almost every smartphone and programmed the logo to show you the way to our hotel, wherever you are in the world.
In this way, by visiting the website on your phone, you can see which direction you are going to travel, and the logo will always lead you to us.
Try it yourself, it’s great fun. (sdgnorge.no/amerikalinjen-teaser)

This motion concept gives us endless possibilities to play with; we can program it to show you the way to hidden gems in the city, events, or other exciting parts of Oslo. This idea also works on static surfaces, like a poster to show directions or signage inside the hotel.

  • Creative Directors
  • Art Directors
  • Designers Nicklas Haslestad, Sunniva Grolid, Sindre Setran
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
  • Project managers Christian Braathen, Kari Marie Johansen Blix
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