An unclear name and sub-brands that included two councils, twelve institutions and a lot of affiliated organisations resulted in more confusion than recognition of the partnership between the Nordic countries known to the public simply as Norden.
With a masterbrand encompassing more than it was known and acknowledged for, Kontrapunkt found that the organisation needed a thorough restructuring of its many divisions and a new strategy to match. Not only to reduce the number of independent brands but also to emphasise and strengthen the joint Nordic venture. Wishing to achieve maximum brand power and launch the new initiative with extra energy, the visual identity was also to be updated.
Starting with a clarification of what the unity is all about, the overall name was changed from Norden to Nordic Co-operation thereby stressing its essence and actual purpose. In addition, the brand architecture was simplified and the visual identity streamlined to bring it into the digital world.
Trying to maintain some of the organisation’s legacy while incorporating the many new changes, the iconic swan was kept as a logo yet still modernised. Reversed to point towards the future, the altered swan exploits the negative space allowing it to keep the original eight feathers that each symbolise a Nordic representation.
Kontrapunkt’s extensive changes result in a simpler, yet stronger brand for the Nordic Co-operation. Thanks to the new brand architecture and the dynamic, agile design that combined allow for greater flexibility and a stronger brand visibility, the work and visions of the organisation have been aligned to signal trust, freedom and integrity.
Flying high above the Nordic Co-operation pointing towards the future, the swan is now waving on a flag in the new signature colours of blue and white, ready to be embraced by the entire organisation.