Dynamic visual identity for green growth



For centuries the only way to get to Sweden from Denmark was by boat - except, as most Danes have been told, during hard winters when the ice made it possible to walk between Zealand and Skåne. Since 2000 we can instead reach each other crossing the Øresundsbron, the bridge between Copenhagen and Malmö. And in a few years a new giant step will be taken to connect Denmark and Germany, with the fixed link south of Zealand reaching the island of Fehmarn in Northern Germany - according to current plans, in the shape of an 18 km tunnel.

A main player in this development is STRING, a political partnership between Denmark, Germany and Sweden, created in 1999 with a focus on establishing a fixed link across Fehmarn Belt. Today STRING, made up of five regions in the three countries, works to promote regional development and green growth in the corridor stretching from the Øresund region to Hamburg.

STRING is a political body which aims to create common political agendas through facilitating networks and analysis. It is a dynamic organization which seeks to adapt to current and future needs of its 8,3 million inhabitants in Northern Europe's strongest economy. Knowledge, growth, welfare and sustainability are key words in the STRING 2030 strategy.

Green STRING Corridor

Naturally, infrastructure is a top priority in creating growth and work places. Mobility is essential to enhancing these and other STRING goals, such as fuelling a rich cultural life, attracting visitors and researchers, and even contributing to the life quality and happiness of the citizens in the region.

But an intrinsic part of STRING's vision is that the growth be green. It is about cleantech, alternative energy and smart solutions which make growth go hand in hand with combating climate changes.

So STRING partners named their infrastructure project, in which innovative transport and logistics solutions are being nurtured, the Green STRING Corridor.

Other work areas of STRING's are tourism, and science and development. STRING has set out to benefit not only its five regions and three countries, but the Baltic Sea Region and other neighbours, and to be a frontrunner which sets an example for the EU and the rest of the world.








No strings attached
How best create a visual branding of an entity like STRING? An organization which wants to be known as vivid and in constant development, responding to economic, social, cultural, and environmental needs, and intending to get into dialogue with politicians, researchers, citizens and neighbours?

When asked to develop the visual identity of STRING, we at ICONO chose to stress the dynamic nature of the organization. The multi-coloured symbol of the logo with its myriad of little dots intends to promote a vibrating and even joyful sensation.

Clearly, this is not a bank or a conservative governmental office which would stress its credibility and stability. Rather, it is an open and organic forum, hence the open structure of the symbol. You almost cannot see where it ends and begins. It is also a network, consisting of tiny dots, connected by the lines of the letters. They could be cities, universities, private companies or political institutions.

The symbol of the logo is not meant to be read as a text, rather as a sign, even though it depicts the very name of the organization. Have another look at it. See the corridor? The diagonal line illustrates what it is all about, a geographical landscape, a flow of people and their living conditions.

The logo was also meant to be flexible in the sense that new STRING projects will emerge over the years. Therefore, it allows for sub-logos, by changing the colours. For the Green STRING Corridor project we opted for - green colours, creating something which should be beautiful to look at, while stating the vision of STRING.

ICONO also as part of the visual identity of STRING developed a logotype and a design guide, and designed the website of STRING. See it at