BRAND GUIDE ENGLISH VERSION 1.0

Transcription

1 BRAND GUIDE ENGLISH VERSION 1.0

2 Welcome to Greater Copenhagen. This is your guide to our common brand and the tools we can use to strengthen our place in the world together. We are greater together

3 Introducing our common ground This is your guide to our brand By defining together who we are, what we want and where we are going, we create a platform that helps us coordinate the communication and image of our Greater Copenhagen brand. This platform provides us with valuable support, both in our daily work and in the long term. When we uniformly use everything from visual identity to messaging and strategy, we build a stronger brand together. Our responsibility everyone s access The responsibility for leading and developing the work with our international brand is shared by Business Region Skåne and Copenhagen Capacity on assignment from Greater Copenhagen & Skåne Committee. What is a brand? A brand is the sum of the experiences, feelings and impressions associated with a product, an organisation or a place, for example. A strong brand is built by synchronising the image of what you say, what you do and what you look like.

4 Your guide Introduction Our what and why. Get a basic introduction to our region, our brand and our purpose. This is Greater Copenhagen Our brand The parts and the whole. Learn the basic building blocks we use to build our brand. Our story Our brand Our position Our values The foundation Summary Working with the brand Our brand in practice. Find tools and resources for working with our brand in everyday life. How we work Your tools Greater Copenhagen online

5 Greater Copenhagen is the international brand for the geographical area covered by Skåne in Sweden, as well as The Capital Region and Region Zealand in Denmark. Greater Copenhagen is also the business policy partnership between 79 municipalities, 3 regions and 2 municipal councils and 1 municipal federation in the geographical area. Greater Copenhagen & Skåne Committee is the formal name of political cooperation in the geographical area. 2 COUNTRIES 3REGIONS 4 1VISION 79 MILLION INHABITANTS This is Greater Copenhagen MUNICIPALITIES We work for increased growth and more jobs so that we will stand strong together in relation to large cities, such as Stockholm, Berlin and Amsterdam, in order to attract investments and qualified labour.

6 Our story A way of life Greater Copenhagen is much more than a dot on the map. It is a state of mind and a way of life. It is the Scandinavian spirit sustainability, creativity, equality, trust and togetherness. It is where Denmark meets Sweden and Scandinavia meets the world. It is where we cooperate and connect people across sectors, industries, cultures and countries. Our core story comes from our shared values and way of life. It is the foundation of all our communication. A distillation of what we stand for and an inspiration for both ourselves and our target group. Greater Copenhagen is in the soul. It is freedom and happiness. We think new and create smart. Smarter cities, smarter thinking, smarter technologies. It is opportunity and excellence. Let us introduce you to a different way of life. A life where green is not just a colour, but a mind-set. Where you can ride your bicycle to work, swim in the harbour, eat local organic produce and use the power of nature to keep you warm on a cold winter s day. Greater Copenhagen. Consider yourself invited.

7 Our brand The position The values Our place in the world and in our target group s awareness. Our views of the world and everyday life, which characterise all our communication. You are part of our brand experience Every contact with the outside world affects how we experience. This means that all of us who live, work and operate in the Greater Copenhagen area contribute to the overall picture of our common brand. By using the same messages, manner, tonality and visual identity when communicating about Greater Copenhagen, we help to deliver a consistent experience of our brand. The foundation Our common strengths on which we base all communication Our target groups Our main target groups are international talent, companies that want to establish or invest here and visitors who are attracted to what we stand for and can offer. When can you use our brand? You can use Greater Copenhagen as a brand in international contexts when it adds value to strengthen growth in the region.

8 Our position The most liveable place on earth The position tells us about the place we want to have in our target group s awareness. It is the overall picture of what we offer and what makes our target groups choose our place in the world. Our position is about quality of life. About the practical conditions that make everyday life work. About the balance between life and work. About our high standard of living and proximity to both nature and the rest of the world.

9 Our values We are two countries. We are industry, the public sector and academia. We are city and nature. Culture and business. Work and leisure. Tradition and innovation. We are newborns and retirees. We share a rich history and the future s possibilities. These are the values that carry our position. Deeply rooted in how we look at life and what life actually looks like here.

10 OUR VALUES Greater Copenhagen is a global, environmentally friendly metropolitan region. We share values about green growth and transport, clean water and sustainable energy. It is evident in how we live our lives every day. And how our researchers and innovative companies contribute knowledge and smart solutions to our major sustainability challenges. Solutions that inspire a whole world. Sustainability

11 OUR VALUES Happiness A secure and stable welfare society that helps us take care of each other. Balance between work and leisure. Access to education and good opportunities to start and run businesses. We think this is happiness. Or at least very good conditions for happiness.

12 OUR VALUES Our freedom is security, a functioning society and equal rights. But also the proximity we have to most things. So close that you can bike almost everywhere. Or live in the middle of nature and work in a vibrant big city. Our freedom is collaboration between education, industry and the public sector. It s bridges between sectors, between two countries and between people. It s concrete opportunities and results. And it s a feeling you experience best here. Freedom

13 OUR VALUES When we are open to more perspectives and more people contribute to development on an equal footing, then we will create something better together. Therefore, greater equality is also a prerequisite for the development of everything from quality of life to smart innovations in our region. Already today we create opportunities for the whole family through childcare, parental leave, education for all and legally required vacation. We think this a good start. Equality

14 The foundation 4 million inhabitants Short commuting distance A large city with short commuting distances and direct proximity to two countries markets. An attractive destination An appealing place to visit (and live) with vibrant urban environments, white beaches, beech forests and open countryside. A strategic position A strategic position between Scandinavia and Europe with direct connections to 140 flight destinations, the Öresund fixed link and the forthcoming Fehmarn Belt project. in 2 countries, 3 regions and 79 municipalities. A food paradise with unique, quality products from farm to table. Outstanding research A region with world-leading research from 12 universities and highly specialised hospitals. Green growth and transport, clean water and sustainable energy An environmentally friendly metropolitan region with common values. Highly educated labour A highly educated and skilled workforce with excellence in design, medicine, biochemistry, biotechnology, IT, telecommunications, environmental technology and food production. A secure welfare society where it is sought after to live, with a high quality of life, trust and a well-functioning public sector.

15 Our brand a summary The most liveable place on earth The position Our place in the world and in our target group s awareness. Sustainability Equality Happiness Freedom The values Our views of the world and everyday life, which characterise all our communication. Best place to do business Best place to live Best place for work-life balance The foundation Our common strengths on which we base all communication

16 Working with the brand How we work We succeed by using our brand when it makes sense and adds value for our purposes and our target group. We increase knowledge about and commitment to our brand through municipalities and other parties. We constantly develop our brand and enrich it with relevant content together with our stakeholders target groups. Your tools Here you will find guides, templates and inspirational examples to help you work with Greater Copenhagen branding. The Toolbox Greater Copenhagen online Facebook Twitter Instagram greatercopenhagen.com greatercopenhagen.se greatercopenhagen.dk

17 Contact us Business Region Skåne Dockplatsen 26, Malmö greatercopenhagen.se Copenhagen Capacity Nørregade 7 B, 1165 Copenhagen K info@copcap.com greatercopenhagen.dk Photos by: Thomas Høyrup Christensen p. 1; Business Region Skåne p. 2; Jacob Schjørring & Simon Lau p. 3; Nicolai Perjesi p. 4, p. 9, p. 10; Ty Stange p. 11; Joakim Lloyd Raboff p. 12; Connie Maria Westergaard p. 13; Anders Tukler p. 14; News Øresund Johan Wessman Simon Lau p. 15; Copenhagen Media Center - Simon Lau p. 16