In the 1970s, Hapag-Lloyd was still mainly based in the container industry. In 1984, the brand took the step into the cruise sector with the founding of “Hapag-Lloyd Kreuzfahrten”. Since then, both business divisions have operated under one logo. Hapag-Lloyd took the 125th anniversary of the first cruise as an opportunity to increase the separation between the two divisions, by making the luxury cruises sector more visible as a brand in itself. Based on the new name of “Hapag-Lloyd Cruises”, MUTABOR’s Identity Design division was asked to reshape the logo and corporate design.
In an integrated process with the company, new target images were defined that matched the desired luxury appeal of the brand. At the interface between this target image and the current, internationally famous logo from the early 1970s, the design was carefully evolved into the new brand.
The visual symbol was modernized, the typography refined and the founding year, 1891, was integrated. This produced an evolutionary adaptation of the monogram so that the firm could strengthen its position in the premium cruise sector. The new look is based on generosity, updated use of color and the new corporate typeface, “Brown”, which links the heyday of cruising and the high-quality illustrative advertising graphics. The reduction to essentials, the radical use of the color code and the new brand logo are the stylistic elements that bind everything together. They modernize the graphics and the entire brand design.
Selected historic designs from advertising posters for the original firms Hapag and Norddeutscher Lloyd were recreated using the current ships. They bring the imagery of those days into our own times.
Logo design, Brand design, Corporate identity, Corporate design, Illustration, Brand guidelines