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
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
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 stringnetwork.org