Greenspace Rebrands Danish Mortgage Provider, ‘Totalkredit’
Greenspace has completed the rebrand for Danish mortgage giant Totalkredit, one of Denmark’s biggest banks.
Owned by Nykredit, the business currently provides mortgage loans to nearly 40% of Danish home owners through a network of around 60 local and regional banks.
“Totalkredit had successfully enabled Danish customers to own a home through their local banks since 1990, but needed to re-assess how relevant they were in today’s market and how engaging the brand was with today’s customers,” says Greenspace.
The agency was subsequently briefed to develop the brand strategy and redesign the Totalkredit brand, with the aim of making it more relevant for a new generation of customers, as well as making it work across multiple digital platforms.
The company’s new symbol, which also comes in an animated variant, is said to be based on a numerical multiplication symbol, and is composed of two interlock arrows made of dark and light orange.
“The original name and identity for Totalkredit was based around a yellow ‘X’, derived from ‘what’ it does and ‘how’ it provides loans through a financial portal called Xportalen,” explain the designers. “The new brand identity was designed first and foremost to work across new digital platforms. 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.”