Ørsted rebranding – Tue Rislund

Ørsted rebranding 2017

I joined Ørsted during the final phase of the company’s global rebranding, one of the largest rebrands in Danish history. My role focused on refining the new visual system and helping to roll it out across a wide range of touchpoints. This included working with typography, colour, grids, iconography and graphic elements, and translating the updated identity into concrete design assets for campaigns, events, publications and digital platforms.

The work centred on ensuring consistency, clarity and a strong visual standard as the new identity was introduced across the organisation.

Company
Ørsted

Role
In-house graphic designer

Year
2017

"It's never been more clear that it is actually possible to create a world that runs entirely on green energy. And it is the right time to change our brand to demonstrate that we want to help create such a world."

- Henrik Poulsen, Ørsted CEO

Built on Danish Design Principles

When working with Ørsted, I always come back to how the brand connects global ambition with very clear Danish values; humanity, commitment, curiosity, and responsibility. Even though Ørsted operates worldwide, there’s a distinctly Danish approach at the core.

The design direction is inspired by the Danish functionalist tradition, where clarity, purpose, and simplicity lead the way. In the same way functionalism broke with earlier styles in the 1930s, Ørsted breaks with the traditional look and feel of the energy sector today.

Thinking shapes the brand into something more inventive, optimistic, and bold, and it influences how I approach the visual expression across projects.

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Designing a Complete Brand Experience

As part of Ørsted’s in-house design team, I helped bring the brand to life across every touchpoint, from the digital brand centre to power plant signage, ship markings, flags, and a wide range of publications. We also defined motion and sound guidelines to ensure the brand felt consistent and recognisable in every context.

The Lifestream Element

The graphic element lifestream is inspired by nature. It visualises Ørsted’s core product, showing how movement releases energy. Like the flowing formations of migratory starlings, it’s dynamic and ever-changing, appearing in different ways across all touchpoints.