ZUPA. We make brands glow. We are an independent agency based in Denmark.
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Mit.dk

Service with a smile

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Mads Mikkelsen

Executive Creative Director & Partner

mm@zupa.dk

(+45) 2141 5321

From bank statements to hospital appointments, Denmark runs on digital post. Most of the current solutions are managed by government agencies, adding a layer of implicit trust. As a private company (and a relatively new player to the digital mail field), mit.dk needed a logo that would allow them to build trust through association, while remaining differentiated.


As familiarity is a central aspect of building trust, the logo was designed in red and white. This allows mit.dk to align with other digital post solutions in the market, benefitting from existing associations with safety and trustworthiness. But without fresh colours in our toolkit, how could we make sure that mit.dk didn’t blend into the crowd?


Although the logo looks at home alongside similar apps, it has a cleaner, more modern expression, while the soft curves and rounded edges give it a friendlier and more human touch. The horizontal base of the ‘M’ looks like a smile, giving it a more joyful feel which is further reinforced by the use of smiling models for all lifestyle photography.


Mit.dk offers many added benefits – like document signing – which aren’t available in similar apps. To symbolise this, we designed the flow of the letter to mimic a signature, adding movement with the animated dot. Also, the dot functions as a separate visual element, turning the logo into a versatile visual language, creating cohesion and subtly establishing recognisable brand codes across the whole mit.dk universe.

Client
Mit.dk
Industry
Public services
Services
Visual Identity & Design
Concept & Campaigns
Digital
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