This is my bachelor-assignment, also made while working as an intern at Scandinavian DesignLab. Bella Center is Scandinavias biggest exhibition, trade fair and convention centre. They have hosted events for Cop15, Eu, Un and Nato. Bella Center is located in Copenhagen. The idea behind the identity is "Framing Business", because that is how they run their business and why they run it. They are framing an event, an idea, an exhibition, and they are making business out of it. There are many small frames (exhibitionboxes) in the big frame (the centre). The graphic pattern and the logo is an abstraction and silhouettes of the exhibition-boxes.

The new identity symbolizes progress, modernity, danish pride and transport. Transport because it lies in the middle of Copenhagen Airport and Copenhagen city, and those 3 places depends on each other. They connect with each other, so does the pattern.

Bella Center also has a range of subbrands, which I have accounted for in the redesign. Information about these can be viewed on their website.

An animation, showing the idea. One product or idea expanding itself out.