BLUE STAR GROUP – A BRAND WITH HISTORY
Our task: Developing a corporate design and a future corporate identity for the name „Blue Star“. The Blue Star Group is an umbrella brand and will serve as the basis for future line extensions that will be created for various key activities such as subcontractors and further brands. We have based the development of the identity on the brands long legacy and its innovative power.
Type: Branding, Corporate Design, Webdesign
Services: Concept, Art Direction
Realized: Early 2018
Industry: Maritime Industry, Investment Management
Client: Blue Star Group GmbH & Cie. KG
Blue Star Line
Fonts, such as the ITC Johnston, with generous spacing of the letters were found on the fleet of the Blue Star Line. The use of the Johnston typography in black on a white background and vice versa was the standard of its time. The main brand typeface is Johnston ITC.
Adobe Caslon serves as support typeface, mainly to be used as body text typeface and anywhere where a large amount of text is presented.
EXCURSION: BLUE STARS & NAVIGATION
The visible stars in the firmament are basically suns, except the planets of our solar system. Blue suns (stars) are by far the hottest celestial bodies. Just like asset management companies are navigating clients for financial services, stars have always been used for navigation in the shipping industry.
Our solution: Stars (suns) are our central signet and the symbol of digital transfer to the future. Based on the navigation according to stars, a determinable star constellation can serve as a signet in addition to a single star.
The colors of the new corporate identity derive from a part of the color spectrum of Blue Suns and the design of the house flag used since 1928, including the ship’s inscription of the historic brand.