VisitDenmark
A dash of something special

Summary

VisitDenmark is Denmark’s national tourism organisation, responsible for promoting the country internationally and aligning tourism efforts across local destinations. With a desire to better embrace the full breadth of the country and bring its many local actors together under one shared expression, a need emerged for a clearer and more cohesive voice.

The design is rooted in the idea that, as a visitor, you can experience Denmark like a local and, for a moment, step into the happy nation. With community, trust, and togetherness at its core, the identity points towards a Denmark that is experienced rather than simply observed.

A flexible design system creates the framework for both planned and spontaneous everyday adventures, bringing many voices together into one shared narrative.

Services

Brand strategy Visual identity Motion design Brand guidelines

Partners

&Co (NoA)

Welcome to Denmark

Denmark is built on community, trust, and togetherness, so when creating an identity representing Denmark, we based it on these values, enabling visitors to experience 'The Happy Nation' rather than simply observe it.

Community at the heart

The visual language of the Denmark brand is designed around one of the its society’s most unique parts: “fællesskab”, the Danish concept of community. This idea is an integrated and natural part of the country; from the worlds first cooperative dairy, to the social safety nets, to the free and equal access to education and healthcare, all the way to our fundamental trust in and consideration for one another. Much like we're looking for inspiring connections when we travel, we’re embracing these connections in every part of the visual landscape. When we minimise the space between the letters of our typeface, it’s so they can move closer together. When the various elements in our layout system adapt to one another, it’s so they can accommodate and create space for each other. When our images not just embrace the grand total, but also the emotional close-ups, it’s so we connect more with the people and places that tell the meaningful stories of Denmark.

Providing space

The visual language reflects the community's openness to new elements, reacting with adaptability and care. When new parts are introduced, existing elements adjust gracefully, creating space and fostering connection.