Amerikalinjen by Scandinavian Design Group

Scandinavian Design Group created the identity for Amerikalinjen, a boutique hotel with 122 rooms located in the heart of Oslo. The hotel is based in the former headquarters of the Norwegian America Line, whose cruise ships were responsible for ferrying Norwegians across the Atlantic Ocean to the USA. For many tourists, Amerikalinjen is the first place they will visit when they arrive in Norway. The identity is designed to feel both American and Norwegian, through a combination of chunky typography, Scandinavian minimalism and a colour palette inspired by the flags of both nations. The logo aims to capture the feeling of exploration by referencing the compass as a navigational method. By using gyroscope technology from smartphones, the logo is programmed to point in the direction of the hotel, wherever you are in the world. While acknowledging the history of the building and Norway’s well-travelled emigrants, the identity positions the hotel as a vibrant cultural melting pot.