New visual identity for Region Østdanmark to cost 11 million kroner

Region Østdanmark’s new logo and visual identity, approved by the Preparatory Regional Council on Tuesday, will cost 11 million kroner to implement, according to a document from the council.

Replacing existing regional logos alone will cost 7 million kroner, with the remaining 4 million covering rebranding of vehicles such as ambulances and transport cars, reports DR.

Lars Gaardhøj (S), current chair of Region Hovedstaden and future chair of Region Østdanmark, defended the expense, stating that a clear logo is necessary for the new region, which merges Region Hovedstaden and Region Sjælland from 1 January 2027.

“We are creating a new region—Region Østdanmark—and moving into something new. We need to get used to it, and that requires a distinct logo,” Gaardhøj said.

The logo, resembling a blend of a snowflake and a flower with eight strokes forming a subtle “Ø,” will appear on nearly 1,000 signs, around 1,000 vehicles, thousands of uniforms, patient letters, and summonses. The six vertical lines represent the region’s six health councils, while the two horizontal lines symbolise citizens engaging with the region.

Branding expert Eva Svavars of LEAD Agency called the design a modern upgrade. “From my perspective, it’s worth it when you’re changing the name anyway. You have to replace all the signs, so you might as well modernise and make it look good,” she said.