Bielke&Yang delivers a dynamic rebrand for Norway’s biggest newspaper

Founded by Norwegian resistance members in 1945, VG (Verdens Gang) has evolved from a post-war tabloid into Norway’s most-read digital newspaper, reaching two million daily readers. The challenge facing Oslo-based studio Bielke&Yang was creating an identity flexible enough to span VG’s editorial universe – from breaking news to entertainment – while maintaining the coherence of one of Norway’s most recognised brands. The concept, ‘A tabloid with many sides,’ draws on the Norwegian word for ‘sides,’ which also means ‘pages.’ This linguistic foundation guides an identity system that expresses different editorial modes while remaining instantly recognisable. “VG means a great deal to many people, spanning everything from serious journalism to entertainment,” Partner Martin Yang explains. “Our job was to ensure this entire spectrum is reflected in the design — and that VG is ready for a future with even tougher competition for readers.” Rather than redesigning VG’s iconic red-and-white logo, Bielke&Yang reimagined it through motion. The breakthrough came from conceiving the logo not as a flat rectangle but as a three-dimensional cuboid. This allows the logo to rotate and reveal different content on various planes, showing VG’s multifaceted nature through dynamic transformation. The motion system unlocks new flexibility while preserving 40 years of brand equity and instant recognition.