Title	A TREEHOUSE OF BRANDS
Brand	ROSENDAHL DESIGN GROUP
Product/Service	CORPORATE IDENTITY
Category	B01. LOGO DESIGN
Entrant Company	MAKE® Copenhagen, DENMARK
Advertising Agency	MAKE® Copenhagen, DENMARK

Brief Explanation

The challenge was to create a symbol, which in a subtle and sophisticated manner reflects the parent company's role as 'gardeners' across all product brands while maintaining the degree of aesthetics and design expected in the industry. A key objective was to create a symbol which could be easily reproduced on B2B retail packaging.

The Brief

Rosendahl Design Group markets a number of well-known Danish product design brands: Rosendahl, Holmegaard, Kay Bojesen and Global. They needed a corporate master brand structure that allows the group’s different brands to flourish individually but work as a consistent and unifying brand on everything from stationery, packaging (B2B) and signage for the parent company.

How the final design was conceived

Taking its inspiration from the White Oak, the new logo visually captures this brand strategy and communicates that the company treasures design traditions as well as new and steady growth for the company’s many brands.

Indication of how successful the outcome was in the market

The new brand identity has elevated the business internally and externally particularly by establishing one point of entry for all product brands and by introducing clarity and consistency across the business. Internally, the company now stands united with renewed pride amongst employees.