DONG Energy is becoming Ørsted. For almost two years, Kontrapunkt has worked closely with Ørsted on the development and implementation of the new brand and name.
From black to green, from supply to life
Over the past decade, DONG Energy has transformed from an energy company based on coal and oil to a global leader in renewable energy. Kontrapunkt has created the new brand identity, developed a new brand architecture and also facilitated the creative part of the naming process that resulted in the new name.
The new name references Danish scientist H.C. Ørsted and recognises his curiosity, dedication and interest in nature. Ørsted helped lay the scientific foundation for how today’s societies are powered by discovering electromagnetism in 1820.
A concept rooted in Danish functionalism
Ørsted is an international company with global ambitions grounded in solid Danish values like humanity, commitment, curiosity and accountability. Because of this, it made sense to find inspiration in the Danish version of the functionalism and the Danish design tradition that both represent these values.
Just as functionalism in the 1930’s was a significant break with earlier styles and brought light and air into the lives of the Danes, the Ørsted brand breaks away from the category it is placed within. As a result, Kontrapunkt has brought the characteristics of the Danish functionalism into the present and the future.
The new brand is inventive, optimistic and bold, and aims to redefine what a corporate brand means within the traditional energy sector.
“It’s never been more clear that it is actually possible to create a world that runs entirely on green energy. And it is the right time to change our brand to demonstrate that we want to help create such a world.”
— Henrik Poulsen, Ørsted CEO
Modern tools with a story
The Ørsted colour palette consists of bold and optimistic colours, inspired by Nordic nature and architecture. The logo colour is specifically a tribute to Danish modernist painter Vilhelm Lundstrøm and his constant hunt for his 'eternal blue'.
The image style depicts real people in real situations with a sense of optimism and joy, and just like the pictograms, they use everyday objects and situations to describe situations where energy is used.
Nordic and global typeface
The custom-made typeface is inspired by early 20th century Nordic modernist typefaces. It is geometric and easy to read with details inspired by wind resulting in organic shapes added a simple human touch. The typeface is meant to be used across all markets and languages on everything from print to screen.
“The new logo is simply the company name written in the custom brand typeface with the Ø providing a historical nod to Danish functionalistic typography.”
— Bo Linnemann, Executive Design Director & Partner, Kontrapunkt
A constant stream of life
The lifestream is a love letter to nature, an ever-changing graphical element inspired by phenomenons created by the forces of nature and the unleashing of energy and movement. It is a way of visualising the core product of Ørsted – renewable wind energy – without ever becoming static.
A 360° experience
The design is simple but bold, inventive, living and optimistic. All produced materials use the bespoke typeface to connect the identity across diverse markets and messages.
The Ørsted brand touches every corner of what is expected of a future-friendly brand. Kontrapunkt has worked in close collaboration with Ørsted’s in-house design team to scope, create and deliver everything from signage on power plants to logos on ships and a digital brand center. From publications to uniforms, flags, service design and how the brand should behave when animated, and in sound.
“The new brand is not just about energy, but about the life and possibilities green energy gives people.”
— Rikke Nalepa Olesen, Executive Director & Partner Kontrapunkt
Made for human proportions, and interactions
Kontrapunkt has worked on everything from modular exhibition stands and receptions to HQ pillar stands, signage systems and wayfinding. All are made with honest, natural materials that only gets better with time and use.
Plants and energy efficient solutions like LED are used throughout to give a bright and inviting experience. Perfectly in line with the concept, the elements are not made to push out monotone brand messaging, rather to be natural and appropriate for its use.