Snøhetta has developed the new name and visual identity of one of Scandinavia’s largest mobility providers, the Norwegian State Railways (NSB) – from now on known as Vy. The new brand name and visual identity will allow the company to communicate its current operations in a better way, and to manifest the company’s shared ambition to create better mobility services for the future.
The word vy stems from the French word vue, derived from voir, which means “to see”. In Norwegian it has a similar meaning; a view, a perspective, an outlook, or a vision. The name brings associations to the fundamentals of travelling – to see new things, to get new perspectives and to broaden one’s horizon. It’s reminiscent of childhood memories, of looking out of a train window and seeing the landscape pass by at terrific speed. Or the daily routine of sitting in the train or on the bus, glancing up at the sky, being in motion while the point of view appears to be constant.
The lines in the logo and typography represent the holistic journey of transportation – not merely the route from station to station, but the entire door-to-door journey from home to the final destination. In this way, the name communicates Vy’s vision for the future of mobility.