Stena Line's Slogans & Taglines

Stena Line is one of the world's largest ferry operators, founded in 1962 by Sten A. Olsson in Gothenburg, Sweden. The company was born from Olsson's entrepreneurial vision—originally a scrap merchant who saw opportunity where others saw waste—launching its first route between Gothenburg and Skagen, Denmark. The name evolved from the original Swedish "Stenalinjen" to the internationalised "Stena Line" as the company expanded beyond Northern Europe. A transformative milestone came in 1990 with the acquisition of Sealink British Ferries, which doubled the company's size and established its dominance in the Irish Sea. Core offerings today encompass passenger and freight ferry services across 18 routes connecting ten countries, from Ireland in the west to Latvia in the east, operating approximately 40 vessels including next-generation E-Flexer ferries. Brand messaging has been anchored by the slogan Making good time, visible on vessel hulls alongside the iconic red funnel and green wave design. The parent company Stena AB embraces the philosophy Driven by curiosity, guided by care, reflecting a family-owned legacy committed to innovation, sustainability, and connecting people across Europe.