Bringing back the chariot

The flamboyant business tycoon Simon Spies founded Spies Rejser in 1956, and for the logo he used the Danish bronze-age treasure Chariot of the Sun. An obvious choice, in his mind, since he believed that he was in the business of pulling the sun down to the sun-starved Danes.

By the time we were asked to design a new logo for Spies Rejser, the company had replaced the Chariot of the Sun with something that looked like an abstraction of a parasol or perhaps a beach ball. Hard to tell. We decided to re-draw the original logo, because it had the touch of its legendary founder, along with a hint of Scrooge-like wealth, pig parties, and all sorts of craziness.

Done in collaboration with Robert/Boisen & Like-minded.