One brand to rule them all

Corporate visual identity for DFDS

Simplifying Northern Europe’s largest shipping and logistics company

DFDS is northern Europe’s largest integrated shipping and logistics company. In 2015 DFDS redefined their corporate branding strategy, and unified all of its sub brands under one name: DFDS.

Project details

In close collaboration with DFDS’ inhouse marketing department, we helped DFDS revitalize their corporate visual identity to accommodate the new corporate brand strategy. As a result, we created a new logo, colour systems, graphic systems and introduced a new visual brand hierarchy based on the concept of simplification.

Work originally done by HEAVY™️ – Now a part of IDna Group.  

The maltese cross

We refined DFDS’ iconic symbol by simplifying the maltese cross and by visually aligning the expression with the rest of the logo.

Simplified logo and system

We incorporated DFDS’ bespoke brand typeface as part of the wordmark. The rounded corners of the rhombus and new maltese cross are balanced to visually resemble the corners used in the typeface. The new simplified design system offers DFDS a strong yet flexible visual language that can work across various media.

One brand strategy

Together with DFDS we united the organisation’s various sub brands in order to achieve a simpler and stronger brand experience for both customers and stakeholders.