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.