ABOUT

Danish mortgage giant Totalkredit is rolling out a rebrand by Greenspace. The new branding is the latest achievement in a five-year relationship between Greenspace and Totalkredit. It centres on a bright, geometric identity and iconography designed to work across all platforms.

Totalkredit is owned by Nykredit, one of Denmark’s biggest banks, providing mortgage loans to nearly 40% of Danish homeowners through a network of 55 local and regional banks.

“Since 1990, Totalkredit has successfully enabled Danish customers to own a home through their local banks” says Lene Nielsen, Greenspace’s Managing Director, “yet its name and identity, based around a yellow ‘X’, is derived from ‘what’ it does and ‘how’ it provides loans through a financial portal called Xportalen. We needed to get to the ‘why’ it exists as a service and makes it relevant.”

Greenspace worked with Totalkredit’s management and Copenhagen-based business consultants bro to develop a long-term brand and business strategy. “The legacy-driving strategy developed for the brand set the direction for human, digital and physical design integration.” explains Nielsen.

The new brand identity, designed first and foremost to work across new digital platforms, has been led by Greenspace creative director Lee Deverill. “Totalkredit is a very well known brand in Denmark and people are able to recall its ‘X’ symbol very quickly, yet nobody knows what it stands for,” says Deverill, “We replaced the old alphabetical ‘X’ symbol with a new mark, based on a numerical multiplication symbol, composed of two interlocking arrows made of dark and light orange.”

Deverill explains that the dark orange arrow pointing upwards symbolises the shape and colour of rooftops on typical Danish houses seen all over the country. The geometric symbol and bright colours are distinctive and work well on screens as well as in print.

Mortgage loans that are provided by local banks in the Totalkredit network use the new brand identity in a series of partnership co-branded devices, created as a key part of the rebranding task. “The new symbol works as a connecting device between the local or regional bank brand name and the Totalkredit word mark,” explain Deverill.

Totalkredit’s rebrand gives the organisation a more personable, consumer-focused feel that speaks both to its network of banks and to their customers, which are Totalkredit’s end-users.

Greenspace has produced a comprehensive brand guideline book incorporating the full brand strategy and identity-work, as well as a range of materials including films, animations and print and digital applications.

Totalkredit CEO Camilla Holm says, “The new Totalkredit brand identity signals the evolution of the business to meet the needs of our customers in the digital age. We are delighted with the work of Greenspace.”