Ink fades, but our stories are here to stay
For almost 125 years, Hapag-Lloyd has shared stories, milestones and messages with its employees through printed magazines – each one reflecting the spirit of its time.
It began in the days of the German Empire, was forced to serve as a propaganda tool of the Nazi Party, stood by families in wartime, and repeatedly reinvented itself throughout its history.
In this story, you can explore how today’s Logbook builds on a proud legacy of communication – and follow our journey from a rich, but printed editorial history into its new digital form.
1900-2025 from Print to Pixels
1900-2025 from Print to Pixels
1900-1913
1900-1913
1900-1913
Pioneering professional communication
In November 1900, North German Lloyd (NDL) launched Lloyd Nachrichten, its first internal magazine for primarily senior maritime staff. Just nine months later, Hapag followed with the Zeitschrift der Hamburg-Amerika Linie, published twice a month and distributed both on land and at sea. Reading and archiving the magazine was mandatory.
These two publications marked the beginning of professional internal communication in German shipping, institutionalizing the link between crew and landside administration and fostering what NDL called “a spiritual connection with headquarters.”
Hapag had already laid the groundwork in May 1900 by establishing its “Literary Bureau” – one of Germany’s first corporate communication departments. In 1913, the Zeitschrift was reduced in size to simplify onboard storage, but its unifying role remained unchanged.
1900-1913
Pioneering professional communication
In November 1900, North German Lloyd (NDL) launched Lloyd Nachrichten, its first internal magazine for senior maritime staff. Just nine months later, Hapag followed with the Zeitschrift der Hamburg-Amerika Linie, published twice a month and distributed both on land and at sea. Reading and archiving the magazine was mandatory.
These two publications marked the beginning of professional internal communication in German shipping, institutionalizing the link between crew and company and fostering what NDL called “a spiritual connection with headquarters.”
Hapag had already laid the groundwork in May 1900 by establishing its “Literary Bureau” – one of Germany’s first corporate communication departments. In 1913, the Zeitschrift was reduced in size to simplify onboard storage, but its unifying role remained unchanged.
1914-1918
1914-1918
1914-1918
World War I – Publications at war
The outbreak of World War I in August 1914 brought internal communication to a halt, as many employees were drafted into military service and the Zeitschrift der Hamburg-Amerika Linie suspended publication.
It returned in February 1915 under a new name and purpose: Kriegs-Zeitschrift der Hamburg-Amerika Linie. This wartime edition aimed to boost morale among those at the front, featuring battlefield reports, field post letters, and tributes to fallen or wounded colleagues.
The magazine became a vital link between those “on the outside” – as deployed employees were described – and company headquarters, helping preserve a sense of belonging despite distance and hardship.
Beyond sharing news, Hapag used the publication to show active support for its staff and their families. Even wounded seamen in military hospitals received copies – a small but powerful symbol of care, continuity, and identity in a time of crisis.
1914-1918
World War I – Publications at war
The outbreak of World War I in August 1914 brought internal communication to a halt, as many employees were drafted into military service and the Zeitschrift der Hamburg-Amerika Linie suspended publication.
It returned in February 1915 under a new name and purpose: Kriegs-Zeitschrift der Hamburg-Amerika Linie. This wartime edition aimed to boost morale among those at the front, featuring battlefield reports, field post letters, and tributes to fallen or wounded colleagues.
The magazine became a vital link between those “on the outside” – as deployed employees were described – and company headquarters, helping preserve a sense of belonging despite distance and hardship.
Beyond sharing news, Hapag used the publication to show active support for its staff and their families. Even wounded seamen in military hospitals received copies – a small but powerful symbol of care, continuity, and identity in a time of crisis.
1919-1932
1919-1932
1919-1932
Weimar Republic – A voice for rebuilding
Following the Treaty of Versailles in June 1919 and the loss of its entire fleet, Hapag resumed publication of the Zeitschrift der Hamburg-Amerika Linie in January 1920.
Returning to its original name and purpose, the magazine became a unifying force during a period of rebuilding, aiming to foster “close and understanding cooperation” across all levels – from management to dockside.
Reflecting the changes of the Weimar Republic, it reached all permanent employees and offered the newly formed Works Council space for its own announcements.
The Great Depression led to a pause at the end of 1929. But in September 1930, the magazine was revived – at the request of employees who saw it as a symbol of stability in uncertain times.
1919-1932
Weimar Republic – A voice for rebuilding
Following the Treaty of Versailles in June 1919 and the loss of its entire fleet, Hapag resumed publication of the Zeitschrift der Hamburg-Amerika Linie in January 1920.
Returning to its original name and purpose, the magazine became a unifying force during a period of rebuilding, aiming to foster “close and understanding cooperation” across all levels – from management to dockside.
Reflecting the changes of the Weimar Republic, it reached all permanent employees and served as a platform for dialogue between leadership and the newly formed Works Council.
The Great Depression led to a pause at the end of 1929. But in September 1930, the magazine was revived – at the request of employees who saw it as a symbol of stability in uncertain times.
1933-1945
1933-1945
1933-1945
World War II – Internal communication in dark times
The rise of National Socialism in 1933 profoundly reshaped internal communication at both Hapag and North German Lloyd. In 1935, Hapag relaunched its employee magazine as Unsere Hapag (“Our Hapag”) – now illustrated and styled like a newspaper. It became a propaganda tool, promoting Nazi ideology and the concept of Volksgemeinschaft across all levels of the company.
Figures like “Comrade Kesselschmied” or “Comrade Schauermann” appeared on the covers, but remained unnamed – depersonalized symbols within the party’s so-called “following.”
NDL followed in 1936 with Die Lloyd-Flagge (“The Lloyd Flag”), which ran until late 1944. After an Allied air raid destroyed its headquarters and all editorial material, a final Christmas edition was hastily produced, bearing slogans like “Those who endure will be crowned.”
After the collapse of the Nazi regime in 1945, both companies had to rebuild not only their organizations, but also their communication – from the ground up.
1933-1945
World War II – Internal communication in dark times
The rise of National Socialism in 1933 profoundly reshaped internal communication at both Hapag and North German Lloyd. In 1935, Hapag relaunched its employee magazine as Unsere Hapag (“Our Hapag”) – now illustrated and styled like a newspaper. It became a propaganda tool, promoting Nazi ideology and the concept of Volksgemeinschaft across all levels of the company.
Figures like “Comrade Kesselschmied” or “Comrade Schauermann” appeared on the covers, but remained unnamed – depersonalized symbols within the party’s so-called “following.”
NDL followed in 1936 with Die Lloyd-Flagge (“The Lloyd Flag”), which ran until late 1944. After an Allied air raid destroyed its headquarters and all editorial material, a final Christmas edition was hastily produced, bearing slogans like “Those who endure will be crowned.”
After the collapse of the Nazi regime in 1945, both companies had to rebuild not only their organizations, but also their communication – from the ground up.
1945-1970
1945-1970
1945-1970
A fresh start – Simplicity and pragmatism
In 1954, North German Lloyd (NDL) launched Mitteilungen für die Frachtkontore (“Communications for the Branch Cargo Offices”). The following year, this became Mitteilungen des Norddeutschen Lloyd Bremen – a modest in-house magazine for all employees. Produced with minimal resources, it featured typed pages, no images, and a plain letterhead as its cover. Despite its simplicity, it served for years as NDL’s main internal medium, reflecting the spirit and limitations of the postwar era.
Around the same time, Hapag introduced Mitteilungen der Hamburg-Amerika Linie (“Communications of the Hamburg-American Line”), which remained in use until 1969. That year, it was replaced by a more sophisticated quarterly: Hapag Informationen.
The magazine was initially to be called Die Packetfahrt, a nostalgic reference to Hapag’s 19th-century name, but this title appeared only in a single preview issue. Though Hapag Informationen aimed to foster identity through design and editorial quality, its name soon became outdated – just months later, the merger with NDL was announced.
1945-1970
A fresh start – Simplicity and pragmatism
In 1954, North German Lloyd (NDL) launched Mitteilungen für die Frachtkontore (“Communications for the Branch Cargo Offices”), followed in 1955 by Mitteilungen des Norddeutschen Lloyd Bremen – a modest in-house magazine for all employees. Produced with minimal resources, it featured typed pages, no images, and a plain letterhead as its cover. Despite its simplicity, it served for years as NDL’s main internal medium, reflecting the spirit and limitations of the postwar era.
Around the same time, Hapag introduced Mitteilungen der Hamburg-Amerika Linie (“Communications of the Hamburg-America Line”), which remained in use until 1969. That year, it was replaced by a more sophisticated quarterly: Hapag Informationen.
The magazine was initially to be called Die Packetfahrt, a nostalgic reference to Hapag’s 19th-century name, but this title appeared only in a single preview issue. Though Hapag Informationen aimed to foster identity through design and editorial quality, its name soon became outdated – just months later, the merger with NDL was announced.
1970-1990
1970-1990
1970-1990
A new company, a new voice
The merger of Hapag and North German Lloyd in September 1970 created a new shipping giant: Hapag-Lloyd. With it came the need to unite employees from two historically distinct corporate cultures. Internal communication now played a strategic role – fostering identity, cohesion, and orientation.
The existing magazine was renamed Hapag-Lloyd Informationen and reoriented to present the new organization, introducing its structure, shipping areas, subsidiaries, and professions, while honoring its heritage.
In 1974, the company launched a second format: Hapag-Lloyd aktuell, a monthly employee newspaper with large, unbound sheets and a newspaper-style layout. Its goal: to “report and inform from all parts for all parts of the company.”
Hapag-Lloyd Informationen continued as a quarterly until 1977, when it was discontinued. From then on, Hapag-Lloyd aktuell became the sole in-house medium – offering regular updates and a shared narrative for an increasingly international workforce.
1970-1990
A new company, a new voice
The merger of Hapag and North German Lloyd in September 1970 created a new shipping giant: Hapag-Lloyd. With it came the need to unite employees from two historically distinct corporate cultures. Internal communication now played a strategic role – fostering identity, cohesion, and orientation.
The existing magazine was renamed Hapag-Lloyd Informationen and reoriented to present the new organization, introducing its structure, shipping areas, subsidiaries, and professions, while honoring its heritage.
In 1974, the company launched a second format: Hapag-Lloyd aktuell, a monthly employee newspaper with large, unbound sheets and a newspaper-style layout. Its goal: to “report and inform from all parts for all parts of the company.”
Hapag-Lloyd Informationen continued as a quarterly until 1977, when it was discontinued. From then on, aktuell became the sole in-house medium – offering regular updates and a shared narrative for an increasingly international workforce.
1990-2015
1990-2015
1990-2015
Beyond borders: how communication became global culture
The 1990s opened a new chapter in Hapag-Lloyd’s communication – shaped by global expansion, growing diversity, and an increasingly international workforce. New internal formats emerged to meet these evolving needs.
In 1991, The Employee Update (TEU), an English-language newsletter, was launched for Hapag-Lloyd (America). From 1987 to 1993, crews of the company’s charter airline received the HF Flight Newsletter – reflecting the company’s growing scope beyond ocean shipping.
These publications were later integrated into the monthly Hapag-Lloyd aktuell and its new English-language counterpart, Hapag-Lloyd News International, first published in 1992. Though brochure-like in format, it marked the beginning of a truly global employee magazine – one focused on connection and shared identity beyond operations.
By the early 2000s, it became clear that a new editorial identity was needed: one with emotional relevance, global storytelling, and strong visual language. That moment arrived in November 2015, with the launch of Logbook.
1990-2015
Beyond Borders: How Communication Became Global Culture
The 1990s opened a new chapter in Hapag-Lloyd’s communication – shaped by global expansion, growing diversity, and an increasingly international workforce. New internal formats emerged to meet these evolving needs.
In 1991, The Employee Update (TEU), an English-language newsletter, was launched for Hapag-Lloyd America. From 1987 to 1993, crews of the company’s charter airline received the HF Flight Newsletter – reflecting the company’s growing scope beyond ocean shipping.
These publications were later integrated into the monthly Hapag-Lloyd aktuell and its new English-language counterpart, Hapag-Lloyd News International, first published in 1992. Though brochure-like in format, News International marked the beginning of a truly global employee magazine – one focused on connection and shared identity beyond operations.
By the early 2000s, it became clear that a new editorial identity was needed: one with emotional relevance, global storytelling, and strong visual language. That moment arrived in November 2015, with the launch of Logbook.
2015-2024
2015-2024
2015-2024
Anchored in stories: the rise of Logbook
In November 2015, Hapag-Lloyd relaunched its employee magazine as Logbook – a modern, emotionally resonant publication designed to spotlight the people behind global shipping. With strong storytelling, bold visuals, and bilingual editions, it quickly became a cornerstone of corporate culture.
Published quarterly, Logbook featured portraits from ship and shore, behind-the-scenes insights, and stories of innovation, teamwork, and resilience. It became more than a magazine – it became a mirror of company identity.
In 2017, an online edition with interactive extras was added. By 2024, Logbook had earned awards, featured over 300 employees, and reached colleagues from more than 120 nationalities.
Now, nearly a decade on, Logbook enters its next chapter – not in print, but in pixels. Its new digital platform carries forward the same mission: to connect people, share stories, and bring the spirit of Hapag-Lloyd to life.
2015-2024
Anchored in Stories: The Rise of Logbook
In November 2015, Hapag-Lloyd relaunched its employee magazine as Logbook – a modern, emotionally resonant publication designed to spotlight the people behind global shipping. With strong storytelling, bold visuals, and bilingual editions, it quickly became a cornerstone of corporate culture.
Published quarterly, Logbook featured portraits from ship and shore, behind-the-scenes insights, and stories of innovation, teamwork, and resilience. It became more than a magazine – it became a mirror of company identity.
In 2017, an online edition with interactive extras was added. By 2024, Logbook had earned awards, featured over 300 employees, and reached colleagues from more than 120 nationalities.
Now, nearly a decade on, Logbook enters its next chapter – not in print, but in pixels. Its new digital platform carries forward the same mission: to connect people, share stories, and bring the spirit of Hapag-Lloyd to life.
2025
2025
2025
To New Horizons: the digital era of Logbook
What began over a century ago as printed orders and fleet news has grown into a living, evolving tradition – one that now finds its home in a digital world, where the next chapter is already being written.
2025
To New Horizons: The Digital Era of the Logbook
What began over a century ago as printed orders and fleet news has grown into a living, evolving tradition – one that now finds its home in a digital world, where the next chapter is already being written.
Discover more exiting stories in our new digital Logbook
"A Clean Ship is a Happy Ship"
How grooming technology is literally shaving emissions off Hapag-Lloyd’s fleet – keeping it clean and green.
On Art and the Algorithm of Happiness
Following the unique route of Ijeoma Nwoke from Lagos, via Aberdeen to Hapag-Lloyd in Hamburg.
A Quest for Quality
Join Luise Jacobs and Pia Dabelstein by unveiling the secret of quality and technology at Hapag-Lloyd.
Navigating Change
How Jayati Chakraborty redefines female leadership at Hapag-Lloyd's QSC India.
Your Photos
From portside sunsets to open-sea snapshots: These are the images that caught our colleagues’ eyes. Take a look through their lens.
Seafarer Portraits
Missing the seafarer portraits you loved in print? Good news – new ones are coming soon!
Signature Dishes
Feeling hungry? Our colleagues opened their kitchens to share dishes with a special connection to their homes. Discover what’s cooking.
New Edition
Stay tuned! Our brand-new edition of Logbook, coming in August 2025, is waiting just on the horizon.