The identity centers around their new iconic logo where AI in itself stands for 'Arkitekter og Ingeniører' (Architects and engineers in danish). But the logo is capable of communicating much more than that.
The logo is used as the basis of several playful illustrations. These illustrations are used on everything from posters and shirts to electric cars. This gives AI a personal and iconic visual look that clearly differentiates them from their competitors who all tend to communicate architecture by showing what they've done rather than what they do and how they think.
We think of it as intelligent architecture communicated with intelligent branding.