Monday, October 9, 2017

DONG Energy becomes Ørsted with help from Kontrapunkt

DONG Energy is Denmark's largest energy company. Last week it announced its intention to change its name to Ørsted. The new visual identity was developed by Kontrapunkt in collaboration with DONG's internal team.

DONG was originally an abbreviation of "Danish Oil and Natural Gas", and was seen having a coal-based heritage not appropriate for a modern "green" energy company. The new name comes from Hans Christian Ørsted, the discoverer of electromagnetism.

The identity programme and its logo are heavily rooted in Danish functionalist design from the 1930s. The second major influence is life, with a focus on natural forms. These influences are particularly evident in the custom type family, Ørsted Sans. The focus on wind energy is manifested by swirling graphic illustrations, and the varied color palette is inspired by Scandinavian nature and architecture.

Kontrapunkt has posted an extensive and beautiful case study for this project. Take a look at it now!

Previous logo.

The new name – Ørsted – references the innovative Danish scientist Hans Christian Ørsted (1777-1851). Ørsted spearheaded several scientific discoveries, including the discovery of electromagnetism in 1820, which helped lay the scientific foundation for how today’s societies are powered.

As part of becoming Ørsted, a new logo and brand identity will be introduced. The new brand identity is inspired by the Danish design tradition in being simple, functional and human and supporting a sustainable way of life. The brand identity will consist of a full spectrum of colours, inspired by Scandinavian nature and the Danish 20th century artist Vilhelm Lundstrøm.
- Press release

Type influences.

Kontrapunkt news

1 comment:

  1. And also, who wants their company to be named a slang term for a penis?