AlinaWheeler-DesigningBrandIdentity

Kort & GodtEverything begins with the customer. We focus on allelements of our customer’s traveling experience. Whenwe say that we will make it easy for our customers, wemean it.*DSB (the Danish state railway system) embarked on a retail initiative for theirsubbrand, Kort & Godt, creating a new concept in travel kiosks to sell not onlytickets, but also coffee, pastry, fresh salads, newspapers, and other products tofast-moving travelers. Each day, a half million journeys are taken on DSB, whichprovides rail service within Denmark and across international borders.GoalsCreate a visual identityfor the retail concept andsubbrand.Express the value “Makingit easy.”Develop a distinctexpression in the publicspace.Develop signage,advertising, packaging, andproducts.*Keld SengelovChief Executive OfficerDSBDSB believes that gooddesign is good business.Kort & Godt is an integralpart of DSB. Although ourretail brand requires a uniquegraphic personality, it alsoneeds to reflect the DSBprogram and distinctiveness.Pia Bech MathiesenDirector of DesignDSBInnovation is not abouttechnology alone. It is aboutunderstanding real-worldpeople and creating productsand services that fulfillhuman needs in new andbetter ways.Kontrapunkt242