Architecture studio Snøhetta has created a new name and identity for the Norwegian State Railways, which is now called Vy.
The new retro logo illustrates the letters “V” and “y” interlocking in a “ribbon-like shape.” According to Snøhetta’s website, the logo also features a continuous line, which “represents railway tracks, the motorway, tyre tracks or an open road, or even to the staves that govern movement and pitch in musical notation.”
The new name is derived from an old Scandinavian word that translates to “to see.”
“The name brings associations to the fundamentals of traveling—to see new things, to get new perspectives and to broaden one’s horizon,” the website continues. “It’s reminiscent of childhood memories, of looking out of a train window and seeing the landscape pass by at terrific speed.”
The wordmark is part of a new visual identity that features a pine green and gray palette inspired by natural and urban landscapes. The colors reflect the cities, fjords and mountains of Norway as you zip past the landmarks.
Snøhetta teamed up with designer Göran Söderström from typeface company Letters from Sweden to customize a new type family for Vy. The font is inspired by characters from Sweden’s Lab Grotesque, as well as Gothic typefaces from 1993.
The updated “crisp and modern” typeface, called ‘Vy Sans’, also comes with three different weights of ‘Vy Display’ that mirror the logo’s pen strokes.
The new identity will be displayed on trains, buses, uniforms, Vy’s website and app.
[via It’s Nice That, images via Snøhetta]