Branche Politik
Agentur Kunde & Co

Dynamic logo symbolises Danish approach to the EU Presidency

Pressemitteilung
1.1.2012
eu2012 Dänemark

The logo of the Danish Pre­si­dency of the Coun­cil is a dyna­mic visual story about Denmark’s EU Pre­si­dency at the begin­ning of 2012. The taking over of the Pre­si­dency is illus­tra­ted through the dou­ble sym­bo­lism bet­ween 1 and 2, which shows that Den­mark takes on the Pre­si­dency in 2012 and signals the Presidency’s dura­tion of half a year. The logo also signals the dyna­mic of coope­ra­tion in the EU – a shared task that is in con­stant change and always developing.

 

Many of the EU’s major poli­cies will be rene­go­tia­ted during the Danish Pre­si­dency of the Coun­cil, and Den­mark will work towards rene­wing the EU’s poli­cies to the bene­fit of Euro­pean citi­zens. The logo signals that deve­lop­ments in and around Europe are not sta­tic. The­re­fore, the Euro­pean coun­tries must work toge­ther to renew and fur­ther deve­lop the Euro­pean pro­ject to make sure that Europe remains capable of hand­ling the chal­len­ges of the future. Lastly, the logo also signals open­ness and coope­ra­tion – values that are cru­cial to a suc­cess­ful Presidency.

 

The logo accen­tua­tes the red and white colours of the Danish flag, while at the same time empha­si­sing one of Denmark’s strengths in Europe and the world: our tra­di­tion for uni­que design.

 

The adver­ti­sing agency Kunde & Co won the com­pe­ti­tion to design a visual iden­tity for the Pre­si­dency, inclu­ding a logo. The com­pe­ti­tion was issued in 2009 by the Minis­try of For­eign Affairs in col­la­bo­ra­tion with the Danish Design Cen­ter, DDC.

 

As we all know, Den­mark assu­mes the Pre­si­dency of the Coun­cil of the Euro­pean Union 1 Janu­ary 2012. Throug­hout the six months that the Pre­si­dency lasts, Den­mark will lead the way in dri­ving Euro­pean coope­ra­tion for­ward toge­ther with the per­ma­nent Euro­pean stakeholders.

 

The adver­ti­sing agency Kunde & Co has desi­gned a visual iden­tity inclu­ding a logo for the Danish EU Pre­si­dency to be used in the com­mu­ni­ca­tion activi­ties of the Pre­si­dency. “The EU Pre­si­dency rep­res­ents a uni­que oppor­tu­nity for Den­mark to con­tri­bute to fin­ding solu­ti­ons to the chal­len­ges that Europe is fac­ing, inclu­ding ensu­ring that we come out of the debt cri­sis with a future-oriented focus on growth oppor­tu­nities. The Pre­si­dency logo expres­ses the dyna­mism that we will work to bring to Europe,« said Minis­ter for Euro­pean Affairs Nico­lai Wam­men and con­ti­nued: »At the same time, the Pre­si­dency means that there will be inter­na­tio­nal atten­tion on Den­mark, some­thing which we must take advan­tage of to high­light Danish strengths. To this end, the logo is an expres­sion of the proud Danish tra­di­tion wit­hin the field of design, for which we are know throug­hout the world”.

 

Use of the Pre­si­dency logo and the visual iden­tity are, in prin­ciple, restric­ted to the state admi­nis­tra­tion. Howe­ver, host cities of offi­cial mee­tings, orga­ni­sa­ti­ons in host cities, offi­cial spon­sors as well as other sta­ke­hol­ders may use the offi­cial Pre­si­dency logo by agree­ment with the Minis­try of For­eign Affairs of Den­mark. Back­ground In spring, the Minis­try of For­eign Affairs of Den­mark, in coope­ra­tion with the Danish Design Centre, arran­ged a design com­pe­ti­tion for a visual iden­tity inclu­ding a logo for the Danish EU Pre­si­dency in 2012. The adver­ti­sing agency Kunde & Co won the com­pe­ti­tion and over the sum­mer they worked to draft a design manual with gui­de­lines for the prac­tical imple­men­ta­tion of the visual iden­tity. The logo, eu2012.dk, is a dyna­mic visual nar­ra­tive of Denmark’s EU Pre­si­dency in the begin­ning of 2012.

 

The trans­fer of the Pre­si­dency is illus­tra­ted through the dou­ble sym­bo­lism bet­ween the num­bers 1 and 2, which both illus­tra­tes that Den­mark is now assu­ming the Pre­si­dency and signals the six months’ dura­tion of the Pre­si­dency. The logo also signals the dyna­mic that exists in EU coope­ra­tion – coope­ra­tion that is con­stantly chan­ging and being rene­wed. Many major EU poli­cies are to be nego­tia­ted during the Danish Pre­si­dency, and Den­mark will, among other things, strive to ensure that EU poli­cies are future-proofed up to 2020, to the bene­fit of the citi­zens of the EU.

 

Thus, the logo also signals that deve­lop­ment in and around Europe is not stan­ding still and that we need to work to renew and expand the coope­ra­tion in Europe so that it can handle the chal­len­ges of the future. Finally, the logo also signals open­ness and coope­ra­tion – values that are cru­cial for a suc­cess­ful Presidency.

 

The logo high­lights the Danish colours, red and white, and at the same time empha­si­ses one of the Danish strengths in Europe and the world, the Danish tra­di­tion for design.