Every part of the Danish Ministry of Defence works for the same mission. From the Danish Defence to the Danish Emergency Management Agency; together they work for the Danish security and interests and the security of citizens.
We were approached with the challenge of creating a new visual identity that signals a collective and professional organisation working together, yet flexible enough for each part of the organisation to express itself. Several different designs, design guides and forms existed in the large organisation, when we began our work in 2017. Hence the project also aimed at creating a future cost effective design for the big organization.
Through extensive workshops and interviews with members of different parts of the organization, it became clear that balancing difference and cohesion was essential. Consequently, we created a new common crown as the central symbol in each logo and combined it with a unique circle for each unit and keeping a flexible colour palette. To optimise the design for digital platforms and screens of different sizes, we also simplified the logos and designed a solid and strong custom typeface for wordmarks created for an easy read on small screens. Built on a monolithic brand architecture decided upon during the process, the result pays homage to its heritage with a modern and professional look.
At the moment, the design is being rolled out on all platforms; from publications, over websites to signage and posters.