Ørsted is an international company with a vision to create a world that runs entirely on green energy. Despite their global ambition, the brand is grounded in classic Danish values of humanity, commitment, curiosity, and responsibility.
The Danish design tradition and version of functionalism represent similar values and serve as inspiration for the brand. Just as functionalism in the 1930s was a significant break with earlier styles, Ørsted also breaks away from the category it is placed within. The result is an inventive, optimistic and bold brand that aims to redefine what a corporate brand within the traditional energy sector means.
Working in close collaboration with Ørsted’s in-house design team, the contemporary yet classic brand is alive on every element from a digital brand centre through power plant signage to logos on ships, flags and numerous publications. Even guidelines for behavior in animation and sound have been made to secure the right feeling.
From modular exhibition stands and receptions to HQ pillars, signage systems and wayfinding, every element is made with natural materials that only get better with time and use.
Plants and energy efficient solutions create an inviting experience and emphasise the environmental focus. In line with the concept, the elements are not made to push out monotone brand messaging, but rather to feel natural for their use.
The graphical element lifestream is an ode to nature. Visualising Ørsted's core product, it reflects the forces when movement unleashes energy. Unpredictable like the beautiful starling formations that form when migratory birds cross continents, it is ever changing on all touch points.