Scandinavian Design Group's book for Amerikalinjen connects the hotel's past, present and future

Amerikalinjen is a boutique hotel in the heart of Oslo. The 122-room location is situated in the former headquarters of the historic Norwegian America Line, whose cruise ships were responsible for ferrying hopeful Norwegians across the Atlantic Ocean to America – ‘the land of opportunity’. Oslo-based agency Scandinavian Design Group created the hotel’s identity back in 2019 (see it here), introducing a compass-inspired logo and colour palette derived from the Norwegian and American flags. With the new identity now well and truly implemented, they’ve designed a book that tells the story of the building, connecting its history as a former headquarters to its present and future as a thriving hotel. With its graphic expression, photography style, colour palette and typography, the book is a rich extension of Amerikanlinjen’s identity. The embossed pink cover references both the tablecloths and materials from the cruise ships, as well as the interior of the hotel; while the rotating layouts are inspired by vintage Norwegian America Line printed matter.