Movia - a modern traffic company

Following the regional restructuring of all of Denmark, three traffic companies merged under one new company covering all of Zealand. In order to create a clear position on the market, the new company decided to develop a new name and visual identity and contacted Kontrapunkt in the fall of 2006. The new identity was to be finished by January 1, 2007, with the following design program during spring.

In order to develop a new name for the company, Kontrapunkt developed a matrix through which the new name was to be generated: Should the name for example signal traffic? Should the name be short? Should the name be human? etc. Using the findings of the matrix, the new name became Movia, which was generated by merging the words "move" (movement) and "via" (road).

The identity and design process was done in close collaboration with Movia. Kontrapunkt's strategy was to anchor the identity in clear and relevant values. Movia's identity is therefore modern, commercial, moving and simple.

The primary inspiration for the new logo was "movement", which is created through the interaction between two opposing arrows. By repeating the diagonal and horizontal lines, a functional, simple and modern design program was created that together create a Movia "traffic-pattern", through which all other design elements were created.

For question or comments, please contact project manager Trine Nielson,   ///

October 2007