From Local Terminal
to international Brand
Älvsborg Roro, a roro hub specialized in car- and Roll on Roll off handling, is an important part of the Swedish import- and export chain. All type of rolling goods is loaded and unloaded at the terminal situated in the port of Gothenburg.
In May 2012 DFDS and C.RO Ports acquired the local terminal. With its new powerful and experienced owners their objective is to become an international top class roro terminal.
To reach this, Älvsborg Roro is going through substantial investment changes in the terminal area, infrastructure and equipment fleet.
We were asked to help Älvsborg Roro develop the brand identity for their new international top class Roro terminal. This included guidelines for infrastructure, way showing, equipment recognition and safety.
We developed an iconic visual identity built around the Swedish letter Ä. The letter is a strong visual mark that communicates Älvsborg's Swedish heritage and also boldly stands out in the raw harbour environment.
The new visual symbol helps Älvsborg differentiateitself from the other terminals in the harbour. The simplicity of the symbol helps the truck drivers to easily navigate around the harbour and is also used as a typographical element when numbering equipment or writing typographical messages.
The strong and bold implementation helps defining Älvsborg Roro as a strong lighthouse in international waters.