Aarhus, 2nd largest city in Denmark, is a dynamic destination with a lot to offer the world. It has a growing and youthful population and ambitious plans for the future. And now it has a new city brand, “Aarhus – Danish For Progress”, and new graphics to go with it too.

The city of Aarhus located in the Central Region of Jutland has worked in close cooperation with the London-based Consultancy companies Goosebumps and Global Cities, on creating a new, international city brand that fits the DNA of the lively Danish city.

The result, “Aarhus – Danish For Progress” and the simple, eye-catching graphics that goes with it, possesses a flexibility that is expected to motivate the local businesses and organisations to easily adapt the overall city brand too.

Already, VisitAarhus Convention Bureau, the city’s official Convention Bureau, has integrated the new city brand into its own business. Thus, VisitAarhus Convention Bureau has embraced the new concept by deciding on the new sub brand “Meet with Aarhus” followed by the strapline “Danish for Progress”.

With the new brand Aarhus wishes to provide newcomers to the city with what looks like a “Danish dictionary definition” for Aarhus. The phrase ”Aarhus - Danish for Progress” explains that Aarhus is a Danish city but, more importantly, it defines the one thing visitors can expect to get from the city if they were to venture here: progression. Progress can be a giant leap or a small step therefore it is quite pragmatic and honest, which very much fits with the values of local “Aarhusians”.

Or, as British Urban Development Planner Expert, Greg Clark, concluded during an official visit to Aarhus almost two years ago:

"Aarhus has what the world needs – there is just not enough people who know it!" 

- It seems the challenge has been taken seriously by the local Aarhusians!