Clearing the confusion
Danske Bank Group needs no introduction. As one of Scandinavia and the world’s highest profile financial services providers, the Group is well known to investors and the public alike.
After a series of mergers in the 80s and 90s, senior management recognized that the new larger Group would need a focused, articulate image of its own. They approached us for help in harmonizing and modernizing their brand, with a special focus on visually unifying its diverse elements to create one solid, coherent expression.
Unite and simplify
With so many services offered by so many different divisions, we began by establishing a clear brand architecture to find common ground. The identity work grew from a core concept of “simplicity”, which we also used as a benchmark for the assessment of every design element, from custom typography to signage and interior design.
The resulting “modern yet classic” brand look reflects solidity, trust, and accountability – an expression of what every part of the bank stands for, applied at every conceivable touch point in the organization.
Following the lead
All Danske Bank branches, products and divisions are united in a simple yet pertinent brand expression that is easily recognized and understood by all stakeholders. The design manual we developed for internal and third party implementation of the brand’s visual elements won the Danish Design Prize.
The Group’s advertising agencies have used the design as the cornerstone of the bank’s communications programs. We’re constantly reminded of the brand’s visual impact when prospective clients ask us for a “Danske Bank” brand.