Identity by Karsten Skjoldhøj
A brand or logo is the expression and cornerstone of a company’s visual identity. The logo is the face that projects the image of the business; the whole identity and source of existence depend on that. Image is vital for the success of a company; it is defined by identity, and identity is defined by visual identity. The image cannot be controlled directly, but can be improved by the right visual identity. Branding is a powerful tool for defining identity, corporate existence and strategic evolution. It stimulates and transforms on every level, from communi-
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cation to profit, and creates a strategic foundation. A brand can be a company’s greatest asset; it can build trust, wisdom, knowledge, creativity, power and a better image. A good brand is memorable and reflects the spirit behind a company, what it is and
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what it wants to be. It can inspire both internally and externally, and provide direction, clarity and purpose. A unique identity is an investment that will prepare a company for the future. The brand or logo operates on an emotional and non-logical level. It talks directly to our senses; no matter how rational the receiver is, the logo will go beyond that and target our emotions. The right logo links the business to the mind of the receiver, building a good image in our hearts and minds. Visual communication is about awareness, who we are in this world. It is all about people and the interaction between people. The best identities are created by using the right methodology and processes in brand development. Designmind is a design agency developing corporate identities, logo design, brands, naming, analysis and communication strategies. Designmind creates solutions for company´s as well as individuals, organizations or events. The vision is to set new and better standards on branding. The mission is to identify the true and best identity and create powerful identity systems for the company. For 20 years Karsten Skjoldhøj has created 150 identities and won 40 national and international logo design awards. This book contains examples of logos and the essence of visual identity projects created by Karsten Skjoldhøj.
Designmind has developed a process that includes analysis, brand creation and implementation.
Designmind Analysis The Designmind analysis defines the possible strategic directions to use as a tool in the brand creation process. The goal is to create a unique communication platform and strategy that differentiates the brand in the marketplace. The analysis gives an overview and insight regarding all aspect of the brand position. It secures that form, idea and function works together in the right and powerful way.
Designmind Brand creation The Designmind brand creation process defines the structure and communication platform for the brand, ready for implementation. Normally the most visible expression of a brand identity is the logo. All areas of the design with the logo as a core must support the brand identity. Designmind develop a spectrum of ideas and identity solutions. In the brand creation process the right direction is illuminated, and the final corporate identity takes form.
Designmind Implementation The Designmind implementation process defines the brand architecture in a logical and operational way. Some companies need a vide range of tools. Some companies need the basic elements. The final design guidelines define the use of the identity, from logo, colors and typography, to stationery, web sites, advertising and communication. Designmind help implement the identity in all areas. Where, how and in what direction the process must take place.
Masterplan Concept & strategy Corporate Identity 2005, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind
IDEA The International Danish Entrepreneurship Academy. Corporate Identity 2005, Logo. Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Procom Building human resources Corporate Identity 1999, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
TWCC Capital Corporation Logo 2005 Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Hesseldahl Invest Corporate Identity 2004, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Real Estate Investment Corporate Identity 1999, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Norrbon & Vinding law firm Corporate Identity 1996, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Bysted
Grubbe Lawyers Corporate Identity 1998, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Bysted
AP Pension Corporate Identity 2002, Logo, Guidelines, Strategic branding, Corporate font design. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Danish Association of Architectural Firms Corporate Identity 2005, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
LVP Lawyers Corporate Identity 1999, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Boje & Mobeck
Apala Asian Pacific American Lawyers Association. 2004 Logo Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contestt
Gene Resources Institute Biomedical Evolution Corporate Identity 2003, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
Unomedical Professional healthcare Corporate Identity 2003, Logo, Guidelines, Strategic branding, Corporate font design. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Infomatum Medical Information and publishing. Corporate Identity 2003, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
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Medicin.dk Medical Information Corporate Identity 2006, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Cellavision Biomedical Science Inc. Corporate Identity 1998, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Bysted
DLI-IMS Medical Information Corporate Identity 2003, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Force Institute Corporate Identity 1991, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Partners
Damcos Danish Marine Control Systems Corporate Identity 2004, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
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Naturgas Sjaelland Energy supplier Corporate Identity 1996, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Bysted
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Red ball Technologies Optical Fiber Technology Corporate Identity 1996, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
C Pen C Technologies Corporate Identity 1997, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Bysted
Instadia Internet development Corporate Identity 2000, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
Danish Institute for Military Studies Corporate Identity 2007, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Hunter University Logo 1995 Designer: Karsten Skjoldhøj Firm: Designmind
Mercur Foundation Corporate Identity 1997, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind
Swedane Import company Logo 1997 Designer: Karsten Skjoldhøj Firm: Designmind
Schwarz Living Lifestyle store Corporate Identity 2002, Logo. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Nature Source Ecological import Logo 2000 Designer: Karsten Skjoldhøj Firm: Designmind
Shield Risk management Corporate Identity 2002, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Entry Point North Nordic ATS Academy Corporate Identity 2005, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
PIA Profile Investigation Agency Logo 2004, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind
Deltascan Printing house Corporate Identity 1995, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Marcom
Q Magazine Corporate Identity 1998, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Designmind
Sp3 Advertising production Corporate Identity 2002, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Dansk Kommunikationsforening Danish Public Relations Association Corporate Identity 1997, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Bysted
Starflower Communication Corporate Identity 2003, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
Marcom Design and Communication Corporate Identity 1993, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Marcom
Komul Adviser in communication Logo 2004 Designer: Karsten Skjoldhøj Firm: Designmind
Danish Design Center Corporate Identity 2002, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Eclipse Communication Corporate Identity 2004, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
Centre for Creativity Corporate Identity 2004, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
Hong Kong Design Institute Corporate Identity 2006, Logo, Corporate font design. Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Asia Research Centre Logo 2004 Designer: Karsten Skjoldhøj Firm: Designmind Award winner in logo contest
Fairvision Exhibitions and displays. Corporate Identity 1999, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Boje & Mobeck
Photomotion Sports photographer Corporate Identity 1997, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Bysted
Oceano Digital world mapping Corporate Identity 2004, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
UU fond The FDB fond for development. Logo 1997, Guidelines. Designer: Karsten Skjoldhøj Firm: Bysted
Airoc Great Nordic, Management Corporate Identity 2000, Logo. Designer: Karsten Skjoldhøj Firm: Boje & Mobeck
Tetemplet Corporate Identity 2006, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind
Avistid The Association of danish newspapers. Logo 2005, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Guangzhou Design Week Corporate Identity 2006, Logo, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Areas Construction Corporate Identity 2006, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Happy People Production Logo 2004 Designer: Karsten Skjoldhøj Firm: Designmind
Devitech Dedicated Vision Technology Corporate Identity 1994, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
World Fisheries Congress Corporate Identity 2004, Logo. Designer: Karsten Skjoldhøj Firm: Designmind
International Authors association Logo 2003 Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Mancopy Odense dance company Corporate Identity 2005, Logo. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Singapore 2004 World congress on Human Resource Management. Logo 2002 Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Danske Spil Danish games Corporate Identity 2006, Logo redesign, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Oddset Danish games Corporate Identity 2006, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Keno Danish games Corporate Identity 2002, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Quick Danish games Corporate Identity 2006, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Bingo Danish games Corporate Identity 2006, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
Boxen Danish games Corporate Identity 2002, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
DGI Danish Gym. & Sports Associations. Corporate Identity 1992, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj 1. prize award winner in logo contest
Danish Squash Association Logo 2004, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Gymspirit Fitness Centre Corporate Identity 2003, Logo, Guidelines. Designer: Karsten Skjoldhøj Firm: Designmind
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Nivaa Golf Club Corporate Identity 2005, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Scandinavian Branding
DGU European Golf Championship Logo 2001 Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Adventure Sport Parachute and diving center. Logo 1990, Guidelines. Designer: Karsten Skjoldhøj 1. prize award winner in logo contest
Olympic Games 2012 OL 2012 London Candidate city. Logoproposal 2003 Designer: Karsten Skjoldhøj Firm: Designmind
Special Olympics Shanghai 2007 Logoproposal 2004 Designer: Karsten Skjoldhøj Firm: Designmind Finalist in logo contest
Special Olympics Shanghai 2007 Logoproposal 2004 Designer: Karsten Skjoldhøj Firm: Designmind Finalist in logo contest
Human Rights Watch Logoproposal 2003 Designer: Karsten Skjoldhøj Firm: Designmind
Share The Wisdom Helping People to better lives. Logo 2003 Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
United Nations International year of deserts & desertification. Logo 2005 Designer: Karsten Skjoldhøj Firm: Designmind
Association of Psycotherapists Corporate Identity 1994, Logo. Designer: Karsten Skjoldhøj Firm: Marcom
Organdonation Campaign for organdonation Logo 1996 Designer: Karsten Skjoldhøj Firm: Designmind
The Association of Path to Enlightenment Corporate Identity 2004, Logo, Strategic branding. Designer: Karsten Skjoldhøj Firm: Designmind
Anti Doping Danmark Corporate Identity 1999, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Designmind
Eyecatch Publishing Lifestyle and visions Corporate Identity 2003, Logo, Guidelines, Strategic branding. Designer: Karsten Skjoldhøj Firm: Designmind
Danish Deaf Association Logo 2004 Designer: Karsten Skjoldhøj Firm: Designmind 1. prize award winner in logo contest
Brand analysis
Naming
60% Logo design
Corporate identity
LETTER Brand identity
Brand architecture
Design guidelines
Visual communication
Advertising
Graphic design
Signage & pictograms
Corporate font design
Product design
Posters
Contact Karsten Skjoldhøj Creative Director Tel +45 2728 2211 ks@designmind.dk www.designmind.dk
All the logos in this book are designed by Karsten Skjoldhøj All right reserved · Copyright © 2007 No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy or any storage and retreval system, without permission in writing from the publisher.