For the first time Danish designers, design companies and educational institutions have joined forces, and have created the organisation Design denmark. Defining the visual identity for a design organisation in a design-conscious country like Denmark was fun – and challenging.
The goal was to deconstruct traditional design programmes by limiting fixed design elements, while making sure that the message comes across strong. This led to an identity revolving around flexible use of typography and the communication driver ‘Better by…’. After all, applying design sensibly is the main claim to fame by Design denmark. And denmark in small caps is, of course, intentional.
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