- Arts & Culture
- Fashion & Luxury
- Government & Associations
- Media & Entertainment
Dansk Mode & Textil
- Client The Federation of Danish Textile & Clothing
- Projects Visual Identity, Brand Strategy, Naming, Web Design
- Year 2009–2010
Rebranding the Danish fashion and textile industry
The Danish fashion and textile industry, being one of the most globalised and far-reaching branches of Danish commerce has spearheaded Danish design and product innovation while cementing its position as a major revenue earner for Denmark as a whole. The Federation of Danish Textile & Clothing has over 100 years of experience, supporting and aiding its members in everything from navigating trade regulations to advising on trends. e-Types set out to revitalize the brand while paying homage to heritage.
The logotype uses the Danish and the English names for the organisation - keeping "Dansk" as the first word - an expression of Danish quality and heritage. The overlay in the logo is inspired by how textiles are produced - one layer of material weaved into another - which also represents the interplay between the traditional manufacturing and the more design-orientated parts of the organisation, thereby creating a functional yet modern expression for both the consumer oriented fashion members and the more business-to-business focused members.
Apart from consulting on the organization's brand strategy and creating the visual identity, e-types designed the website and created a newspaper to coincide with the launch of the new identity. The paper, distributed to the organizations stakeholders, marks the transition from old to new while showcasing the new identity and strategy.
Finally e-Types converted the paper into a movie for use on their website and corporate presentations, creating an engaging alternative to the usual "facts and figures" slides.