Nordea Fonden
- Client Nordea Fonden
- Project Name, Brand Strategy, Visual Identity, Communication Strategy
- Year 2008
Better Lives Now!
Nordea Fonden is one of the largest private Danish funds devoted to supporting scientists, cultural institutions, food experts and sport clubs in bringing better lives to the Danish population.
What is a better life? Who defines it? And how do you help people live it? These were some of the essential questions at the beginning of the collaboration between Nordea Fonden and e-Types.
Nordea Fonden believes that there is not one definition that can encompass the notion of a better life - rather there are various ways of living better lives. Wishing to echo this belief and wanting to capture Nordea Fonden's belief in a life-long enterprise towards better lives for all, e-Types turned to history and the philosophy of Socrates in order to do justice to the foundations work.
Echoing the idea of virtue and the human endeavor towards good, e-Types settled on Socrates´ ancient concept of "Eudemonia" to capture the foundation's brand essence. Socrates' philosophy, as it is represented in Plato's early dialogues, contains two related claims about eudemonia:
The first is the strong interdependence of eudemonia, virtue (aretē), and knowledge (epistemē): virtue is a form of knowledge, perhaps 'knowledge of good and evil', and it is this knowledge that is required to reach the ultimate good - with eudemonia being the prime candidate for this ultimate good.
The second, sometimes called "psychological eudemonism" or "Socratic intellectualism", is the claim that the ultimate good - eudemonia - is what all human action and desire aim to achieve. Aristotle related this notion in saying "every art and every scientific inquiry, and similarly every action and purpose, may be said to aim at some good. Hence 'the good' has been well defined as that at which all things aim."
The eternal striving for better lives is symbolized in the new logotype for Nordea Fonden where the two o's merge, creating the sign of eternity.
Nordea Fonden believes that there is not one definition that can encompass the notion of a better life - rather there are various ways of living better lives. Wishing to echo this belief and wanting to capture Nordea Fonden's belief in a life-long enterprise towards better lives for all, e-Types turned to history and the philosophy of Socrates in order to do justice to the foundations work.
Echoing the idea of virtue and the human endeavor towards good, e-Types settled on Socrates´ ancient concept of "Eudemonia" to capture the foundation's brand essence. Socrates' philosophy, as it is represented in Plato's early dialogues, contains two related claims about eudemonia:
The first is the strong interdependence of eudemonia, virtue (aretē), and knowledge (epistemē): virtue is a form of knowledge, perhaps 'knowledge of good and evil', and it is this knowledge that is required to reach the ultimate good - with eudemonia being the prime candidate for this ultimate good.
The second, sometimes called "psychological eudemonism" or "Socratic intellectualism", is the claim that the ultimate good - eudemonia - is what all human action and desire aim to achieve. Aristotle related this notion in saying "every art and every scientific inquiry, and similarly every action and purpose, may be said to aim at some good. Hence 'the good' has been well defined as that at which all things aim."
The eternal striving for better lives is symbolized in the new logotype for Nordea Fonden where the two o's merge, creating the sign of eternity.
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Logotype
