The assignment: Create a new name and logo for the Danish digital login service hitherto known as NemID.

Since its inception, the digital keycard had become practically mandatory for the people of Denmark. To us, this meant that we were dealing with a new kind of brand, a citizen brand. It also meant going beyond quick 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.

In collaboration with
Mikkel Jangaard, Marie and Thomas Mark