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Re-branding of the national betting company, Danske Spil in Denmark

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Danish betting company, Danske Spil, decided to re-brand their company. In close collaboration with design company ‘Scandinavian Branding’, a new visual identity was devised.

Finding the exact colour of translucent vinyl graphic film to use was difficult because the colour needed to appear the same both during the day when signs were unlit and at night when they were internally illuminated. After several colour matching tests and development work at the 3M Colour laboratory in Germany, the correct film and colour was identified. A close collaboration between Scandinavian Branding, Danske Spil and 3M resulted in the right solution.

In total, 4,200 Danske Spil retail outlets were rebranded with new fascia signage.

The 3M films used were 3M Scotchcal translucent graphic series 3630, opaque graphic series 100, 70 and 50 - all in special custom manufactured colours designed by Scandinavian Branding for their client.

“I greatly appreciate the guidance and technical assistance that 3M has contributed in the development of the correct film and colour definitions.”

Johan Adam Linneballe, CEO, Scandinavian Branding A/S