Visit Fjordlandet has seen the light of day
Let the saga begin with a new branding strategy and visual identity
Let the saga begin with a new branding strategy and visual identity
Just a 20-minute drive west of Copenhagen lies four municipalities that together form one beautiful and idyllic land. This place is called Fjordlandet. Much of Denmark’s early history was written here. It is a land now striving to become a major national and international attraction. We (formerly Propellos now Iternum Digital) have been the branding agency for Visit Fjordlandet, contributing to the development of the brand strategy and visual identity.
Fjordlandet consists of the four Zealand municipalities overlooking Isefjord, Holbæk Fjord, Lammefjord, and Roskilde Fjord – namely, Holbæk, Lejre, Roskilde, and Frederikssund municipalities. Fjordlandet is more than just fjords and beautiful, idyllic natural areas. It also has a significant historical aspect. Throughout the Iron Age and Viking Age, the area was the royal seat for many of the Danish legendary kings. The Vikings, due to numerous findings of ships, structures, and facilities in the area, are a significant part of the area’s identity and attractions, including the Viking Ship Museum, Land of Legends Lejre, Viking plays in Frederikssund, and the Skjoldungernes Land National Park.
To create a common international brand for the municipalities around Roskilde Fjord
Create a strong visual identity, name, and logo
Create a brand narrative that works locally, regionally, and internationally
Iternum helped with:
Awareness, Branding
Communication Model, Design Manual, Logo, Offline, Outdoor, Pay Off, Tagline, Visual Identity
Adobe CC, WordPress
The agency [formerly Propellos now Iternum Digital] created the logo for us. They captured our ideas with Fjordlandet in the logo and identity, and we have high expectations that it will be well received. The next big task is now to establish and market 'the land'.
Through a grand joint effort, tourism operators in the four municipalities that make up Fjordlandet aim to attract more visitors to the idyllic area around the large fjords, which are just 20 minutes from Copenhagen.
Our collaboration started with a strategy workshop with representatives from the four municipalities’ tourist organizations. The area’s characteristics, advantages, personality, and values were mapped out. At the same time, the organizations’ wishes and preferences were articulated.
The output from the workshop and additional research was used to define Fjordlandet’s positioning opportunities, and based on this, the organization’s brand essence was developed.
During the strategy work, two words came into focus: Viking and fjord. Due to the central significance of the Vikings and the fjords for the area and its self-understanding, we designed the “o” inspired by forms found in Viking ornamentation, Viking jewelry, and the prows of the Viking ships, which are a major attraction in Fjordlandet today. The “o” can also evoke associations with water and movement, a wave, or an entrance to a fjord in a stylistic form. The other letters are cut diagonally, as if carved in wood or chiseled in stone.
Fjordlandet’s new logo and visual identity are accompanied by the tagline “Let the saga begin,” which creative resources at Iternum Digital have also created. The phrase partly evokes associations with the Viking Age, referring to its Zealand roots, but it also has a double symbolic meaning, as it serves as an invitation for visitors to create their own adventures in Fjordlandet.
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A unifying story that binds the region together and has allowed the areas to take ownership of the narrative of the Viking Age. Simultaneously, the area now presents itself as a compelling destination.
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