Dissing+Weitling revitalises brand and visual identity

When Dissing+Weitling unveil their new visual identity and new website, they will be unveiling the result of a development process in several phases; starting by laying their strategic and commercial foundation, and later identifying a need to revitalise their core values, narrative, brand pledge and digital presence.

The outset

Any development work has to start with thorough research of the outset, or as a seasoned architect would say: with a mapping of the status quo, limitations and needs. No sooner said than done. Dissing+Weitling has its origins in Arne Jacobsen’s firm in 1971, and its portfolio of iconic constructions such as the Great Belt Bridge, Danmarks Nationalbank and the Bicycle Snake. High-technology solutions blend with the modernistic simplicity of the 1950s and 60s and draw a direct line from the origins of the company to today, with buildings, bridges and renovation in all dimensions cementing the company‘s DNA and its place in Danish design and architectural history. Today, Dissing+Weitling transform their heritage every day and come up with solutions within many different building types, mobility and renovation.

“We believe that it’s important to be analysed and challenged by outsiders. This has put fresh eyes on our own methods and what’s special about Dissing+Weitling," said Steen Savery Trojaborg, CEO, partner and architect at Dissing+Weitling.

“We’ve gone after a visual identity that reflects the interplay inherent in being both a modern architect firm exporting its expertise internationally, and being a well-established, seasoned firm with more than 50 years’ experience. During the branding process, we’ve identified the skills and benefits we get from traditional values such as solidity and continuity and from new standards within mobility and construction.

“We’ve gone after a visual identity that reflects the interplay inherent in being both a modern architect firm exporting its expertise internationally, and being a well-established, seasoned firm with more than 50 years’ experience. During the branding process, we’ve identified the skills and benefits we get from traditional values such as solidity and continuity and from new standards within mobility and construction."

"Even though there’s vast scope in the type of tasks we do, there is a common thread through all our work, that strives to forge a positive difference for those who use our solutions in their everyday life. We think it should be fun, safe and effective to cycle through the city; an office environment or dwelling should be stimulating; and public waiting zones and stations should be pleasant places to spend time in. Our dream is for our architecture to be a catalyst for good experiences, irrespective of whether it is in China or Copenhagen,” said Steen Savery Trojaborg.

Stakeholder-interviews and a mapping of Dissing+Weitling’s place in the landscape of collaboration partners and competitors has pointed to four ‘functional benefits’ that position the firm: leading bridge architects; more than 50 years of experience; iconic architecture in our portfolio; and a mentor methodology whereby experienced architects and young talents work together to find the best possible solutions.

Three business areas; one DNA

The new identity encompasses Dissing+Weitling’s three business areas; building, mobility and renovation; each with its area icon, but also gathered under one identity. A part of our work to revitalise our brand and identity has therefore been to identify the cross-cutting values and competences in our firm. These include expertise within DGNB certification, BIM and accessibility, besides experience in creating good user experiences in all three business areas.
Mads Quistgaard, the CEO and design director at Urgent.Agency talks about the collaboration:

“The greatest challenge in collaboration with Dissing+Weitling was to decide what to leave out. The firm has a unique portfolio of building icons that are unprecedented in Denmark. How do you choose between the Nationalbank, the Great Belt Bridge or the prize-winning modern classic the Bicycle Snake? We decided to boost Dissing+Weitling as Denmark's genuine modernists and to work with a pledge for movement in architecture. In terms of the concrete, as flow in space, and in terms of the abstract over time.”

One mother icon and three special icons

Dissing+Weitling keep the name in their new design, but they have cut out “architecture”. The plus sign has been retained as an important element, signalling community and cooperation, and not least referring to the two founders of the firm; Hans Dissing and Otto Weitling. Besides the ‘mother logo’, the new visual identity comprises three specially designed icons that represent, and are an abstraction of, the three business areas building, mobility and renovation.

“Our identity is sharp and yet underplayed, just like the firm. At first glance, it is modernistic, but a closer look reveals a mobile and functional website in a new font called Plain. Plain is the ultimate tribute to modernism’s fascination with neutrality and form-follows-function values we also see in Dissing+Weitling’s culture and work,” concluded Mads Quistgaard.