DSD is updating its look to reflect the next phase of the company’s journey
DSD AS, formerly Det Stavangerske Dampskibsselskab, has built up a strong, trusted brand name over the course of 165 years. Now the group is changing its look – to a new, more future-oriented visual identity that reflects the company’s new strategy.
“When we sold the ship-owning company Norled in the summer of 2019, the company started a strategic review process to define where DSD would go next. The company has a long, proud history, and we have always been heavily invested in the transport sector – both at sea and on land. For 165 years, the company has never stopped developing, thanks to its strong focus on innovation. Now we are looking to explore and invest in new areas, so the time was ripe to change our name and give ourselves a more modern and future-oriented corporate identity”, says DSD’s CEO Ingvald Løyning.
Løyning adds that there are always strong feelings attached to a name and a logo, and that the company can look back on a fantastic past.
“The new visual identity is the result of a positive, thorough process, and DSD has received help from the agency Bold Scandinavia with incorporating our past into our future. The new logo includes elements of our old logo, which has also been the company flag on our ships, in that it retains the three rings on the funnel symbol, but with a more modern design”, continues Løyning.
The old logo lives on
DSD’s history dates back to 1855, and up until this week its logo was also used as the flag on the company’s ships.
“We will keep that flag both as the flag on our ships and as the logo for our two companies in the maritime sector, DSD Shipping and DSD Cargo. For them, there will be no change”, says Løyning.
“We will continue to build on our ownership interests in the maritime sector, and in the mobility sector the bus company Tide is a big, important investment. In addition, we want to invest in and enter new areas, like the marine industry, tourism, and health and care services”, says Løyning.
Never standing still
Sustainability, innovation and active ownership will be the watchwords for the company’s new direction.
“There is nothing new in that, per se. We believe in creating value by taking a long-term view and through innovation, and we are constantly seeking out opportunities for sustainable growth in partnership with the companies and people we encounter, because we believe that there is no real alternative to a long-term approach”, says Løyning.