The Danish Shipowners' Association, The Shipowners' Association of 2010 and the Danish Car Ferry Association representing all areas of the shipping industry in Denmark have come together to create a visual identity under a new brand, Danish Shipping. The new visual identity gives three organizations a unified appearance in all interactions with stakeholders. The new logo is based on the international Morse code, which for many years was the globally approved, principal method for communication within global shipping. The juxtaposition of the two Morse letters in the logo – D and K – also evokes the image of the Danish flag. The logo thus combines solid Danish roots with an international outlook – two elements that characterises today’s shipping industry in Denmark.