What is ‘Danish’? Sure, it’s pastry – but is that really what we want it to represent? Why not try to make ‘Danish’ pertain to something bigger and bolder like our world-renowned legacy of 20th century architecture and design?
That was the ambition e-Types set for The Danish Design & Architecture Initiative – an initiative founded with the purpose of promoting the special Danish approach to architecture, fashion, and design around the world.
Danish design and architecture is defined by high-quality products and solutions based on functionality, simplicity, and Scandinavian lifestyle – coupled with an empathetic and democratic approach that reflects Danish society. In Denmark we believe that design and architecture should be made for people based on empathetic design methods, clean aesthetics, and strong concepts. There is a special strength in both the democratic approach that is rooted in the Danish culture – and in the international approach to the field.
It can, however, be hard to visualise and communicate an approach. Luckily, Denmark has a large portfolio of world famous architects and designers ranging from Arne Jacobsen, Finn Juhl, and Georg Jensen to Hay, Bjarke Ingels, and Henrik Vibskov. e-Types created a visual identity and communication platform that supported this portfolio and used it actively in the communication.
The identity is highly flexible and is using the short, Danish, as a communicative anchor from which it is possible to promote people, events, and of course design and architecture. In itself the identity is communicating the special Danish approach by being very simple while at the same time being a strong concept with a clean aesthetic.
Besides developing the visual identity e-Types also created the website. It is built up around cases and is using these to showcase the special Danish approach. Go get the full experience at www.ddai.dk