NorwegianCopied

Norwegian had kept the same logo since it began in 2002. Its two decades included Skytrax titles as Europe's best low-cost airline, then the pandemic, a 2020 restructuring and two escapes from bankruptcy. By 2023 it posted the best operating result in its history, and after turning 20 it set out to become Europe's best-liked and most reliable airline.

Christoffer Sundby, executive vice-president for marketing and customer service, said after more than 20 years a modernisation was due: warmer and clearer while still recognisable. The company cited the need to fit current marketing and to show more personality. Marketing director Eirik Bryn called it evolution, not revolution.

The marketing department under Bryn developed it with Try Design, Norwegian's creative partner since 2015; creative lead Camilla Aspen, who joined from Equinor in 2021, ran the project. BP&O noted that the plane and trail became more compact and solid, usable alone or as punctuation after a new wordmark. Around it come a richer palette, new typography and photography style, and a more flexible layout system.

Rollout began in early March 2024 in digital channels, then gradually across offices, airports and aircraft, with old and new living side by side for a while, as Flightglobal reported.

Norwegian's newsroom placed the change after the airline's 20th anniversary in 2022, when it set out to become Europe's best liked and most reliable airline. Sundby promised customers would still recognise the airline, and creative lead Camilla Aspen said old and new could safely live side by side for a while. The group by then had more than 8,900 employees and had bought Widerøe in 2024. A slow, recognisable evolution suits an airline whose logo, by its own account, is very well known and valued; what the refresh needed was warmth and clarity, not a new face.

This is the right move for a brand with strong recognition and a battered recent past. Tightening the plane symbol fixes a real legibility problem across tickets, tails and app icons. It is restrained to the point of timidity, but Norwegian's tail-fin heroes, not the logo, were always its real identity, and they stay.