Making the national personal

When the national Danish digital login service went through a complete overhaul, we were asked to create its new name and logo. The digital keycard known as NemID had, for all practical purposes, been a mandatory part of life for anyone of legal age living in Denmark. This meant that we were dealing with a so-called “citizen brand”. It also meant going beyond promises of being easy — the original name literally means EasyID — and finding a more unselfish focus. For this, we made it our mission to personify the otherwise impersonal keycard. So, as the name, we chose MitID (MyID), and as part of the logo, we used the ubiquitous default avatar. It’s yours now.

Done in collaboration with Mikkel Jangaard, Thomas Mark and Marie Mark.