Alm. Brand is one of Denmark's leading insurance companies and financial concerns. Its name is an abbreviation of Almindelige Brandforsikring, which is Danish for "General Fire Insurance", and its history goes back to 1792. This month, Alm. Brand has introduced a new visual identity, developed by Kontrapunkt in Copenhagen.
The new logo gives up the capital letters and national flag for a light-blue square in keeping with a new brand positioning that signals openness and engagement in society. The blue colour is maintainedfor legacy. The typeface is said to be based on one from the 1790s, a quiet reference to the brand's heritage.