We look unorganised and no one is fundraising
Part of Radikale Venstre's liberal 'grass roots' politics is that no-one is forced to use the official design or even logo. As a consequence only 5% were using the previous identity as it was generally disliked. They looked disorganised and disjointed - this lost them a great deal of seats in the last election. We were asked to help reinvigorate them internally, generate support for the new revised policies and identity to achieve consistent communications.
Popular design that everyone loves
All Danish parties are designated with a letter which alphabetically lists them on ballot papers. Det Radikale Venstre's letter B is integrated as part of the identity as a constant reminder of the party's ballot paper position.
The softly rounded, lowercase letterforms coupled with the uppercase B produces a logo that is idiosyncratic to Danish Politics. Its simple clarity ensures the logo supports all communications, without overpowering the main message.
Triple the vote and in Government
The percentage using the new identity dramatically rose from 5 to 86%. Donations using the 'Tag Ansvar' leaflet increased from 1000 Danish Krone (£118) per month to 130,000 Danish Krone (£15,370) per month. In the polls, Radikale were at 3.6% in 2009. By the General Election of 2011 this had dramatically increased to 9.5%, resulting in them forming the Government with the Social Democrats.
The campaign was also considered to be the best designed by the Danish public with a 67% approval rating.
"They listened, they questioned, they understood, they surprised.."