The Brief
DUCC sought a complete rebrand to elevate its professional presence and ensure its identity aligned with its mission of promoting trade and investment between Denmark and the UK. The organisation recognised the need for a more contemporary, polished look that would reflect the core values of Danish design—clean lines, simplicity and considered detail—while remaining modern and approachable. The primary objective was to create an identity that conveyed professionalism and authority, yet was flexible enough to serve both diplomatic and corporate contexts. DUCC wanted to maintain its relevance in a competitive business environment, positioning itself as a trusted and forward-thinking partner for companies engaged in cross-border trade. Budget considerations also played a critical role in the brief, with a focus on keeping costs manageable without sacrificing quality. The design needed to accommodate cost-effective printing solutions.
Design Approach
Working in close collaboration with the DUCC board, we crafted a new visual identity that encapsulated the organisation’s core mission: to promote trade and investment between Denmark and the UK. The design process focused on reflecting Danish values of simplicity, minimalism and consideration, while ensuring the identity felt modern, professional and adaptable for future growth.
The solution revolved around a clean, geometric icon that could stand alone or be used in conjunction with the full name as a lock-up logo. This flexibility allowed the brand to be applied across a variety of media, from formal event materials to digital platforms and official communications.
To accommodate DUCC’s budget considerations, the logo was designed for single-colour use, making it more cost-effective for printing, especially when produced in large volumes. Despite the use of a single colour, the design still maintained a high-end, polished feel through the choice of premium print finishes. Specifically, matt lamination was applied to create a sophisticated, tactile experience, enhancing the overall perception of quality. Spot UV varnish was strategically used to highlight certain elements of the design, adding a subtle but striking contrast that drew attention to key features while elevating the visual impact.
The overall result was a modern, professional identity that remained true to Danish design principles. It was a future-proof solution, ensuring that DUCC’s rebrand would stand the test of time, convey the organisation’s core values and work seamlessly across both digital and print applications. By striking a balance between budget efficiency and premium design, the final branding reinforced DUCC’s reputation as a trusted and forward-thinking partner in the Anglo-Danish marketplace.
