Optimal absorption of energy

Lægernes Pension & Bank (The Medical Doctors’ Pension Fund & Bank)

The primary element of the new CVI became the tree, in which the roots represents the Danish Medical Association, the stem represents The Medical Doctors’ Pension Fund & Bank and the branches, and the leaves represent all the amazing doctors out there.
A tree symbolises life, structure, strength, health, dedication and progress.

Project details

The new visual identity for Lægernes Pension & Bank (The Medical Doctors’ Pension Fund & Bank), had to reflect the organisations heritage and DNA. The company DNA is: “Created by medical doctors, here for medical doctors and driven by results”.

The inspiration for this visual identity comes from the trees. The stem of a tree must be able to carry its own weight along with the one from the branches and the leaves, and it must endure the environmental impact. The branches and leaves make up the structure of the tree and creates the optimal absorption of energy to the entire tree. And the roots form the tree’s anchoring to the ground and ensures nourishment to fresh leaves on the tree.
 
The primary element of the new CVI became the tree, in which the roots represents the Danish Medical Association, the stem represents The Medical Doctors’ Pension Fund & Bank and the branches, and the leaves represent all the amazing doctors out there.
A tree also symbolises life, structure, strength, health, dedication and progress.
 

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