To create brand awareness, we combine large images in landscape format with small, round or square images with space around all.
COWI’s logo COWI’s logo was designed in 1972 by one of Denmark’s best-known graphic designers, Erik Ellegaard Frederiksen, who died in 1997. The logo was developed by merging the first letters of the two founders’ first names and surnames: Christen Ostenfeld and Wriborg Jønson (in the old days Jønson was spelt with an 'I').
The logo must not be reproduced using ordinary fonts such as Ariel, Times and Helvetica, because the font is unique to the logo.
COWI's fifth element Generally we use the 'fifth element' in our marketing to ensure recognition. The fifth element is a grey or green field with an oblique cut-off constructed using one of the angles shown in the figure above.
The 5th element is a design concept that describes a graphical element that makes a particular design unique, e.g. Adidas' three stripes and Hummel’s two arrows.
COWI’s 5th element is inspired by the ’W’ in the logo - hence the oblique element behind the logo.
Published: 16.12.08
