Signage, Branding & Wayfinding – SMC Design

Submitted by: Parbinder Mahay Bjorkheim
Supplier: SMC Design
Found onboard: Norwegian Luna

Signage is one of the most frequently encountered design elements on board a cruise ship, guiding thousands of guest interactions every day. For Norwegian Luna, SMC Design approached signage and wayfinding as integral to the interior experience rather than a purely functional layer.

Working across the ship, the system brings together wayfinding, venue identification, typography, graphics, materials, colour and detailing to create intuitive navigation while complementing the individual character of each space.

Every visual touchpoint is integrated into the wider design narrative. Signage responds to its surrounding architecture and interior palette while maintaining the consistency needed to create a clear, cohesive journey across a complex shipboard environment.

The result balances two essential requirements: clarity for the guest and creativity within the design. From major directional moments to smaller identification and informational details, each element has been considered part of the overall experience and the Norwegian Cruise Line brand.

By treating signage as a designed interior product in its own right, Norwegian Luna demonstrates how wayfinding can move beyond functionality to contribute to atmosphere and identity.

Why it stands out: An integrated signage and wayfinding system that combines functionality, brand and interior design from a highly experienced team of graphic designers, demonstrating that the elements which help guests understand and navigate a ship can also be an integral part of what makes its spaces memorable.