Since 1866, DFDS has moved people and goods across Europe, connecting waterways and roadways from port to port and door to door. Despite its long history, its passenger, freight and group divisions lacked a single, coherent brand.

We rebranded DFDS around its purpose, ‘We move for all to grow’, translating it into one creative concept that works across the company: Moving Together.

At the centre of the identity are Scenes – graphic interpretations of the destinations DFDS connects, bringing a sense of place and movement into the visual system. The iconic DFDS Blue was kept, while a new Sea Blue was introduced as part of the company’s move towards a more digital expression.

The rebrand covers everything from imagery and motion to tone of voice and sound, supported by a new brand strategy and architecture and guidelines for digital design, offices and exhibitions. PLAYTYPE drew the bespoke DFDS typeface, a geometric sans serif with wave-inspired details referencing the company’s maritime history.