THE BRIEF
Maersk Line is a global container division and the largest operating unit of the A. P. Moeller – Maersk Group.

In 2012 they decided to plot a better, more sustainable course by launching Route 2 – Maersk Lines very ambitious plan to reduce their CO2 emissions globally.

To get the message across: A more sustainable approach to Shipping – Maersk Line needed a new visual universe without compromising their position as market leaders or their existing identity.

THE SOLUTION
We chose not to create a new visual Route 2 identity but to simplify and evolve existing elements in their corporate identity toolbox. By adding arrows and iconic poster illustrations, Maersk Line had the tools to speak in a simpler and more iconic language than ever before.

This simple and iconic approach gave Maersk Line an extension to their identity toolbox that helped them get their message across both internally and externally. The whole initiative was so successful that Maersk Line delivered their 2020 CO2 reduction goal this year – eight years ahead of schedule.

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