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No dialogue or sound. A red aircraft engine cowling carries the norwegian wordmark against a blue sky.

Norwegian

The Norwegian Way

After COVID reshaped aviation, Norwegian needed more than operational recovery. We helped Norwegian define "A Fair Price Airline" and translate modern Norwegian values into a cohesive brand platform that works globally.

The white Norwegian tail-fin symbol over a photograph of a smiling passenger photographing the view from an aircraft window with her phone
The Norwegian colour palette: red, blue, white, pink and burgundy, each with its hex, RGB, CMYK and Pantone values
A phone showing the white Norwegian symbol on a red app splash screen against a pale sky

The challenge

Norwegian had built strong recognition as a disruptive force in aviation, backed by more than 20 years of brand equity. Post-COVID required evolution: from purely Norwegian to internationally relevant, from rebellious startup to responsible airline. The task was preserving a distinctive edge while opening new markets.

The solution

The rebrand centers on The Norwegian Way, a concept that translates contemporary Norwegian principles into universal appeal and moves beyond traditional Nordic stereotypes. The visual identity changed to preserve: the iconic aircraft silhouette and flag colors stayed, while typography and digital applications were modernized.

The result

Within a year, brand tracking in several Scandinavian markets showed Norwegian owning emotional drivers like responsible, smart and value for money more effectively than competitors. Recent brand studies confirm strong, diversified recognition across Nordic markets, with the redesigned logo and red aircraft nose ranking highly against major carriers.

The Norwegian Display typeface in white on red: uppercase alphabet, arrows, numerals and punctuation
An arrivals hall display showing a couple asleep against each other, beside a red panel reading Your Bags Miss You
An aircraft seat with a red headrest cover carrying the Norwegian symbol, beside a cabin window
A red billboard on the side of a building reading Beyond the rooftops, Beneath your budget
A set of flat illustrations in red, white and navy of travellers, luggage, a plane and cabin crew on a navy background
The Norwegian website on a laptop screen, with a Trending Take-offs row of destination cards including Helsinki and London

No dialogue or sound. A phone lies on a wooden table in dappled light. Its red screen scrolls through a list of destinations in white type, including Reykjavik, Athens, Budapest, Gdansk, Hamburg, Helsinki, Istanbul and London, with one name highlighted at a time.

No dialogue or sound. A silver suitcase covered in stickers turns in the air against a pale sky, alternating with a red airport screen that reads Boarding, flight DY762, London, 17:00.

A red graphic with an illustrated hand holding a laptop and the text Free WiFi onboard
A red poster in a train station reading City Breaks, No Brakes, with a train blurring past behind it
Red icons labelled Sun & Sea, Ski & Snow, City Breaks and Business on a pink panel, beside a photograph of a couple lying on grass
A hand holding a phone that shows a Norwegian digital ticket from ARN to BCN

No dialogue or sound. A run of vertical social story frames in red, navy and white with large type, including We wish we were Danish, Fly with us to Cairo, City Breaks, Ski & Snow and Cabin Crew Ready. Are you?, alongside travel photographs and flat illustrations.

No dialogue or sound. A vertical digital screen on a tiled wall in dappled light cycles through three ads: Autumn sale over a rocky coast, Thousands of discounted tickets! and All routes on sale with a Book now button, the last two on red and burgundy stripes.

Red layout in the Norwegian typeface reading Fast track, Check-in, Book now, 737-800, LowFare+, beside a large outlined pound sign
A grid of Norwegian ad layouts in red, pink and navy, mixing photography and headlines such as Europe Sale, Roll Like Danish and New Routes, Same Magic

No dialogue or sound. A phone on a navy background shows the Norwegian app, with a Low Fare Calendar card above a red button carrying the Norwegian symbol.

A wide airport screen showing a blue sky with clouds and the text Sky-high dreams. Down to earth fares.

Staying authentically Norwegian while becoming genuinely international.

Credits

In collaboration with Kanon Foundry
Typography

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