Through a dynamic identity-program The Danish Federation of Small and Medium-Sized Enterprises now signals a more modern, welcoming and flexible organization.

The former identity for DFSME was rooted in the hammer as a symbol of craftsmanship and as an identifying object for the members of the organization. However, times have changed and the symbol was no longer coherent with the line of work workmen does today – hence new job groups have entered the organization. Finally the logo was not sufficiently informative of what DFSME could do for its members.

Creating an identity that would capture the soul of the organization, yet communicate the fact that DFSME contains much more than “just” the classic trades. This creative process was initiated and the identity was based on two key components:

• The monogram is created based on the font Klavika, with a few adjustments – which resulted in monogram with a noble, forthcoming and modern expression.
• Wickerwork. The fact that network, flexibility, development and openness are important values for the DFSME, wickerwork became an important component in the creative process and in the final result of the identity.
The strength of the identity is its flexibility and ability to be executed on all platforms and media – from letters and publications to screensavers and website.