For each ubiquitous logo, there is often a quiet designer behind it. I’ve always admired the Maersk logo for many reasons. Primarily because it is clean, simple, and modern, even when it’s painted on the side of an old rusty shipping container. In 1973 Danish designer and architect Acton Bjørn created Maersk Line’s seven-pointed star logo. It’s initial goal was to signal the build up of Maersk’s new business era. Today, it is nearly impossible to miss once you have noticed it for the first time.
image courtesy of transpressnz.blogspot.com
The Designer…
Acton Bjørn studied architecture and urban design and began working as a designer during the Second World War. In 1950 he founded together with Sigvard Bernadotte design firm Bernadotte & Bjørn Industrial A/S . One of Scandinavia’s first consultants for industrial design. The head office was in Copenhagen with offices in New York and Stockholm. Cooperation between Bernadotte and Bjorn lasted until 1964. During that time, created many design classics such as stainless steel cookware for Modernum (1954) and plastic bowl Margrethe of Rosti Bakelite Factory (1950), which is still produced. For clients belonged among others. a Husqvarna, Bang & Olufsen, Facit, AGA, General Electric, and Electro-Helios .
In 1965, Bjørn opened his own office in Copenhagen, specializing in household appliances, office furniture and packaging. The same year he designed a transistor radio for Bang & Olufsen, Beolit 500. The design represented a simplification of the radio using comparable to the phone. 1966, Bjørn a Danish design award for this work. Acton Bjørn managed to combine practical function with a simple sculptural form.
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Sections of the star are shaped in a way that imply direction. The main sections overlap the center. This overlapping pattern and the directional shape of the sections of the star appear to puncture one another. From the coconvergence at the center a star burst appears. A star created by the forces of fusion. The seven point star logo could be used to promote the idea of fusion due to the brilliant design of the sections. Wish it was mine.