CHALLENGE
After a series of mergers in the 1980s and 1990s, Danske Bank group was left with a number of independent corporate identities and a very diffuse and messy overall impression. Hence, there was a desire to harmonise and modernise the group’s corporate identity. The challenge for design company Kontrapunkt was to develop a consistent and contemporary brand to position Danske Bank nationally as well as internationally.

PROCESS
Initially, a brand architecture was developed for the company’s many services and divisions with a view to identifying common ground. The identity process has revolved around a core concept of ‘simplicity’. Simplicity is a recurring feature throughout the design elements in the design programme, which is probably one of the most comprehensive in Denmark, featuring, among other components, a simple and flexible logo concept, a new identity-building typography ‘Danske’ a functional interior design and an exclusive, environmentally friendly signage programme. The entire programme is described in a comprehensive design manual that won the Danish Design Prize.

RESULT
The result is a ‘modern yet classic’ brand that signals solidity, accessibility and responsibility – an expression that all the bank’s units reflect and which is applied in all conceivable design elements. All the branches, products and divisions of Danske Bank are united under a simple yet flexible brand expression, which also involved a change of name for the group, from Den Danske Bank to Danske Bank. The design has proved effective – it is appreciated by all the stakeholders and applied as a core element in the bank’s communication efforts.

Design discipline Corporate Brand Identity
Method Positioning through design
Company Danske Bank A/S
Design company Kontrapunkt