A sound logotype that takes off and lands

Founded in 1993, Norwegian has become one of Europe’s most iconic brands. Known for its fair pricing and signature red-and-white planes, symbolizing its Norwegian origin. To enhance their brand recognition and reflect their personality we developed Norwegian’s new sound logotype.

This sonic brand asset helps maintain coherence across touch points and markets, functioning as a core design element beyond campaigns and temporary concepts. It also makes the Norwegian brand recognizable on non-visual platforms such as radio and podcasts, or when the audience’s attention is elsewhere.

With their new sound logotype, Norwegian not only strengthens its brand but also creates a lasting, multi-sensory experience for travelers.

Through brand analysis and workshops, we collaborated with Norwegian’s marketing team and their agency partner TRY. By using an iterative design process, we explored how the airline's personality and core values could transform into sound. This resulted in the creation of a sound logotype that echoes Norwegian's mission of making travel accessible and enjoyable for all.

The sound logotype is built around the journey itself and the concept of take off and landing. Norwegian’s visual logotype, which features a moving airplane, also served as inspiration during the design process. When motion and sound go hand in hand, they create an unbeatable unit that amplifies the logo animation and deepens emotional connections.

At the center of the sound logotype there’s a female a cappella voice singing the brand name ”Norwegian”. The syllables are sung in a three-note melody. The first two notes represent the take off “Nor-weeee”, while the tail of the second note descends into the final note, creating a soft landing with “eee-gian.” A subtle swoosh sound effect further emphasizes the sensation of flying.