Will Van Sambeek's 1969 logo for Holland America Line.
Concorde made its maiden test flight in 1969, taking commercial air travel super-sonic. The technical developments in air travel had sunk the traditional role of passenger boats. For those that had time and money, cruises became a luxury experience, leaving the rest as cargo and container ships servicing international trade. Corporations with fleets diversified and expanded into both to safeguard their interests under quickly evolving market conditions.
The golden era of transatlantic passenger ships had ended, and in 1969, faced with this and substantial consumer changes in taste, Holland America Line commissioned Dutch designer Will Van Sambeek to develop a new logo and corporate image to better position them for the future.