The new look matches the versatility of members and can work better on multiple digital platforms.

The website is also new and has a clearer design. This provides better support for members, who can quickly get an overview of the organisation's offers and initiatives.

The Danish Artist Association represents artists and musicians in countless genres and expressions, from the sabre player to the film composer, and the association's identity and logo should reflect this, says chairperson Sara Indrio:

"Our new look will give us a more contemporary feel. The logo will clarify the important community that is at the heart of the work of artists and music creators - and which is also the natural foundation of our organisation."

"Our new look will give us a more contemporary feel. The logo will clarify the important community that is at the heart of the work of artists and music creators - and which is also the natural foundation of our organisation."
Sara Indrio, Chairperson of the Danish Artist Association

The voice of the artists

One of the most significant changes is the logo, where the dark red and square logo is replaced by a new unique shape that is recognisable and flexible. "Even though the colours and expression change, the Danish Artists' Union's more than 100-year-old name still plays the main role in the logo," says Sara Indrio:

"We continue to be the voice of artists and musicians on industry issues. This applies to equal access, the streaming economy, securing rights and strengthening labour market conditions. We are also a solid base for the individual, both when agreements need to be negotiated or when income, rights or maternity leave are at risk."

Thorough process

The overall identity was created by two designers. Along the way, several user groups have been involved in the design. Nevertheless, it will probably take some time for everyone to get used to the new look, says Sara Indrio.

"There may be some who miss the old and others who want something new. That's how it is in a diverse community like ours. We've taken the time to have a thorough process and involved both members and the secretariat in the final choice. I hope that the new logo will help create a positive awareness of our work."