Copenhagen Merchants Group (CM) is a second-generation family-owned company. The group is involved in international commodity trading and brokerage, shipping, logistics, terminal operations, production, and digital "Market Intelligence" solutions. CM employs around 500 staff members spread across more than 15 countries.

Since the 1970s, CM has never had a pressing need for a Corporate Visual Identity. However, CM has now grown to a size where the synergies demand a more deliberate strategy regarding their visual identity. This new approach should instill pride in employees and ensure that customers, partners, and investors remember the company. The CVI should present Copenhagen Merchants Group as cohesive while allowing for varying levels of individual agility.

With the new CVI for Copenhagen Merchants Group and all its companies and initiatives, we have created a strong mark that will work on everything from a fav-icon to a 750-foot vessel chimney.

We have developed a design and color system that enables subbrands to adjust the level of cohesiveness according to their specific needs. The choice of typeface pays homage to the 1970s when the company was founded, while the use of racing green serves as a unifying element between the two generations in the family. The octopus was chosen as a symbol by employees when asked to link CM to an animal. Originally an internal reference, we have incorporated it into our outward-facing identity

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