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BLUE STAR GROUP – A BRAND WITH HISTORY  
A VISUAL IDENTITY



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.






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BLUE STAR LINE



The Blue Star Line (BSL) was a British shipping company with headquarters in London, which operated a very successful liner service to South America.
The company was one of the pioneers in the business of shipping frozen products with reefers and reefer containers. The brand of the shipping company was a blue star.






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TYPOGRAPHY | DISPLAY FONT



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. The typeface is used in headlines, headers, footers as well as for all key information.






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TYPOGRAPHY | BODY COPY


Adobe Caslon serves as support typeface, mainly to be used as body text typeface and anywhere where a large amount of text is presented.






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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.







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COLOURS



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.





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LOGOTYPE


The logotype is in most cases set in two lines. 
The typeface used is Johnston ITC.


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POSITION FIX STAR




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SYMBOL


The symbol is created using a matrix. The name Blue Star will always be represented in the symbol as the fix star. The rest of the symbol is built up of the letters in the department name. Whenever a letter appears twice or three times in the name, it will increase exponentially in size, as shown in the upper right corner on this illustration.

The symbol can be rotated to fit with the logotype using the FIX STAR as pivot point.




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LOGO


The symbol and logotype positioned together with the FIX STAR as reference point,
as shown in the illustration.





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SAFE AREA


Always keep the safe area in mind when positioning the logo on a surface in relation to edges and other graphic elements.




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LOGO VARIANT

The logo can, when needed be used  in a one-line version as shown here.


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DEPARTMENTS

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STATIONARY & DESIGN GUIDE




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MEASUREMENTS STATIONARY






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DIAGRAMS & TABLES




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WEBSITE

Sample from the Blue Star Group website.
Visit the site here: https://bluestar-group.com



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