A ship for life: Sørlandet dressing for anniversary
For almost 100 years, it has dominated our horizon. Now, the region's pride has received a visual renewal that connects past and future, just in time for the big anniversary in 2027.
For those of us who grew up with the sight of the white swan at the bottom of the fjord or sailing along the coast, Sørlandet more than just a ship. She is a living cultural heritage and a symbol of community and mastery. As we approach the ship's 100th anniversary in 2027, we have asked ourselves the question: How do we take this legacy with us into the next hundred years?
A historic homecoming
We found the answer in history. When shipowner OAT Skjelbred christened the ship in 1927, it was an active act to support the poet Vilhelm Krag. Krag fought to establish « Sørlandet » as the name of our region, and the ship became the very identity carrier for this vision.
In our new logo we have therefore gone back to our roots. We have simplified the name to just « Sørlandet ». By leaving the name alone, we clarify the ship's role as the very ambassador for our region. On the ship side, the name will shine as pure as before – here it is the ship itself that is the most important symbol.
Inspired by sails and wind
As part of the new profile, we are also introducing a new symbol. It is inspired by the forces that propel us forward: the sails and the wind. The symbol will serve as a recognizable signature on everything from digital platforms to our new profile articles going forward, reminding us of the ship's eternal movement.
– We want to strengthen the emotional connection between the ship and the audience. Sørlandet should be relevant for new generations, while at the same time carrying with us the pride from 1927, says brand manager Merete W. Haugå.
More than a training ship
Many people know her as " The Ship » or the «school ship». But for the thousands of people who have worked on board, she is something far more. She is an arena for learning, a platform for mastery and a global school through the A+ World Academy.
The term "A ship for life" has emerged as a more apt description. It captures the essence of what the Friends of Southern Norway know so well: that an encounter with this ship leaves traces that last forever.
Looking towards 2027
The modernization of the profile is an important step in the preparations for the big 100th anniversary celebration in just one year. CEO Knut Arne Gjertsen is clear that we are now building a bridge between tradition and renewal.
– We are now preparing for a historic event. A clearer profile ensures that Sørlandet appears at its very best when we invite the entire region to the anniversary party, concludes Gjertsen.
We look forward to sailing into the anniversary year with you, our faithful friends of Sørlandet .
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