Frie Grønne is a new progressive political party in Denmark, founded to challenge the political status quo and fight for a responsible climate policy, anti-racism, feminism, equality and diversity. Behind the party are elected members of parliament, experienced politicians and young activists – all with a shared understanding of the urgency and determination to bring about real change.

Reflecting the party’s strong resolve, uncompromising approach and inherently global outlook, the visual identity is blunt, purposefully unconventional within the surrounding political landscape – and internationally oriented by default.

Carried primarily by type and colour, the design centres on activating political statements and underlining the ideology of diversity and non-conformity. Typography is strong and straightforward, elevating political proclamations and presenting them with confidence and sincerity. Purposefully avoiding politically charged colours, the identity makes use of a wide range of different hues, tints and shades, held in check by consistent use of black as the key colour. Everything is signed off by a multi-lingual wordmark, bringing the ideas of diversity and inclusion all the way into the party logo.

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