Oct 02 New visual identity in Danish Decommissioning
Danish Decommissioning shifts to a more modern and contemporary look to support a better understanding of our tasks now and in the future
Since theestablishment of Danish Decommissioning (DD) in 2003, the visual identity has remained unchanged. An identity that includes the logo, color scheme, fonts and other graphic choices.
But this year, as DD turns 20 years old, several factors have prompted us to take a closer look at a new visual identity that emphasizes our transformation from a decommissioning to a waste organization.
This means that DD's new identity will now be seen in both virtual and physical space.
More tasks in the future
DDThe original logo from 2003 was created at a time when DD's task portfolio looked different than it does today. The core task of decommissioning is still central to DD's daily operations, but since then, more tasks have been added.
Back in 2003, the ambition was for the radioactive waste to be in final disposal by now, but now the deadline has been moved to 2073 for a number of reasons. This reality means, among other things, that tasks related to the storage of the waste have been added for a longer time horizon than originally assumed. This is most evident in the New Upgraded Storage Facility (NOL) project.
At the same time, it has been a pronounced desire to clarify our profile and make it easier for stakeholders to quickly decipher who DD is and what tasks DD solves.
The task-related transformation from decommissioning to waste organization is already in full swing, and this is now also made clearer with the new logo and emphasized by the subtitle: "National Center for Radioactive Waste".
The story behind it
With DD's new logo comes a new story behind it.
The turquoise/blue-green color in the logo is achieved by mixing blue and green. Colors that each represent the tasks and mission that DD is on. Blue for knowledge and purity, green for the future, the environment and "Green Field", which is the term for our ultimate goal of leaving the Risø area to be used for any other purpose without radiological restrictions based on Risø's and DD's activities.
The turquoise/blue-green color is also a clear reference to the proud past at Risø, where the research station was among the world's foremost in basic nuclear research for several years.
The color can already be found in several places at Risø, thus connecting the present, future and past.
The logo's graphic expression comes from the well-known symbol for radioactivity. A symbol that is often associated with danger, but in its essence simply indicates that there is something that is radioactive to some degree radiating from the core.
Therefore, it is also natural that this symbol forms the foundation for DD's new logo, but in a version where DD's colors replace the black/yellow expression to support the symbolism that we at DD handle the radioactive, in our case, waste.
At the same time, the three circles around the center represent our 3 core tasks. Decommissioning/dismantling, long-term solution and waste management, as well as representing our 3 values, involvement, soundness and development.
In addition to the new logo, the subtext 'National Center for Radioactive Waste' has been added to clarify DD's profile as the only company in Denmark that handles radioactive waste, in addition to a few operators that handle the so-called NORM waste (naturally occurring radioactive material).
In its full form, the logo also features the text 'unique solutions to complex problems', which supports the narrative of DD as a unique company in a Danish context, solving a task that has not previously been attempted in Denmark. A task that by its very nature requires new and unique solutions.
An exciting future
Ole Kastbjerg Nielsen, CEO of DD , sees the new visual identity, including the logo, as a natural part of the development that DD has been in since 2003.
- I have been involved from the very beginning in 2003 and have experienced first-hand the great changes we have undergone since then. Both in terms of the complexity of the tasks, but also in terms of our development as organisation and in the core tasks we solve. That's why I think it's only natural that we are now modernizing our expression to match where we are today and the future we can see ahead of us.
Kirsten Hjerrild Nielsen, technical director of DD and nuclear expert, is also happy that DD is now entering its 20th year in new clothes.
- It is positive that we now have our visual expression in relation to the change we have been through, especially in the last 5 years since the adoption of B90 in 2018. As someone who has also been here during the operating time, I also think it is positive that with the new logo, we embrace Risø's remarkable and proud history and incorporate this into something that points towards our exciting future in DD.