Visual Identity for OPEN
Project overview
OPEN is a Danish initiative dedicated to developing the electronic music scene through events, curated content, and community building. As the brand evolved in the post-pandemic landscape, it required a refreshed visual identity that reflected a renewed desire for shared experiences, inclusivity, and reconnecting through music. The project focused on creating a flexible identity system that could be consistently applied across digital communication, social media, live events, and branded merchandise.
My role
Design of the refreshed logo and core visual identity for OPEN, including creation of a complete brand book defining typography, color system, layout principles, and usage guidelines.
Methodology
Research & analysis
The project began with understanding OPEN's mission, audience, and position within Denmark's electronic music community. The research focused on the values the brand wanted to communicate - openness, connection, inclusivity, and curiosity - while considering how these ideas could be translated into a contemporary visual language. Particular attention was given to designing an identity that would remain recognizable across both digital platforms and physical event environments, supporting the brand's long-term growth and diverse communication needs. The concept of openness became the central idea that informed every stage of the identity development, from the logo itself to the supporting graphic system and tone of voice.
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Design process
Working collaboratively, we explored multiple visual directions before refining the identity into a cohesive and scalable design system. The logo was redesigned around the concept of an open circular form, symbolizing openness and human connection.
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Final outcome
The project resulted in a complete visual identity system designed to evolve alongside the OPEN community. Beyond the refreshed logo, the outcome included a brand book defining the rules for logo usage, typography, color, graphic elements, and communication across digital and physical touchpoints. The new identity was successfully implemented and became the public face of the initiative, supporting its online presence and promotional activities.
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