The merged ferry giant formed from P&O European Ferries and Stena Line unveiled its new identity this week.
Design is by The Concept Company in Southampton. P&O Stena Line has been operating with a combination of both identities since its merger a year and a half ago (DW 11 October 1996).
The Concept Company won the project in a credentials and unpaid creative pitch against Sampson Tyrrell Enterprise and Bates Dorland subsidiary Whitmore Thomas Angell, according to a Concept spokeswoman.
The new marque is intended to represent the union. “The identity is a mix of tradition and a new dynamic image which encapsulates the company’s core values,” says consultancy creative director Colin Perriment.
The Concept Company has implemented the logo across a ten-strong fleet of ships and four ports. Ship exteriors, on-board signage, port signage, a new reservations area in the Dover Travel Centre, stationery, ticketing, brochures and marketing material have all had the new identity applied. The 12-year-old consultancy was also responsible for the corporate guidelines.
The company operates the Dover to Calais, and Newhaven to Dieppe routes. It has been up against stiff competition from the Channel Tunnel.
Dutch group Visser Bay Anders Toscani created the logo for the merged container shipping company P&O Nedlloyd (DW 29 August 1997).