The polar bear is an icon and a landmark for Nordisk Film’s heritage. It is one of the most recognized and trustworthy brand icons in Denmark, and it is associated with a high level of movie quality.

To ensure a continued strengthening of our icon we have created a set of policies, thatenrich, protect and inspire the use of our icon in all form of communication.

The icon must not be digitally animated so that the polar bear is modified or comes alive. Please see the following examples of how not to manipulate or alter the icon:

The icon may be adapted digitally, as long as the shape itself is preserved.

Background and colour may be altered and effects and themes can be added to the icon, as long as the polar bear does not come to life and become lively. Motion picture adaption and must be made with quality and approved by before use. 

For inspiration please see examples of other brands making their icon come to life and adjusting it to the universe of the movie.

Our icon must not take on a new shape or otherwise acquire new characteristics or appearances such as glasses and clothes.

A polar bear may be used for campaign purposes to create awareness around a special activity. The polar bear used for a special event, merchandise or campaign purpose must not be an adaption of our icon, thus there must be no similarity to the icon. It can be adapted in such manner that it has another texture, shape or “age”.

Another way of using the polar bear in a campaign could be to alter the background of the icon. Please see the following examples of how to use the polar bear in a campaign:

The context in which our icon is involved must live up to how we want be perceivedinternally and externally. Mainly three concepts are deeply rooted in our history and DNA. 

They are important indicators of what we communicate to the outside world, and the polar bear must not be included in a communicative context that contradicts this.

The key personality traits of our polar bear - and how it should be interpreted - is describedas follows:

ORIGINAL
A creative and intelligent fiery soul, remembered for its edge, charm and inspiring surprises.

It can be: Humoristic, courageous, on trend, surprising
It can never be: Vulgar, naughty, violent

VISIONARY
Our polar bear stands majestically on the eclipse and is a symbol for how we view ourselvesand our company. It is brave and far-sighted and seizes the opportunities it meets on its wayout into the world and into the future. Ole Olsen had visions, and we are committed to carry on this legacy.

It can be: Bossy/the leader, curious, embrace opportunity
It can never be: Narrow minded, condemning

HONORABLE
It is firmly rooted in the Nordic culture and is admired for its quality and sympatheticattitude. It is professional and honourable and has a nose for the good business for the benefit of all involved.

It can be: Majestic, empathetic, responsible, warm
It can never be: Ignorant, mean, arrogant

The values we share with Egmont can be explored here >