By Anja Besser Schmul, January 5, 2007
Christian Madsbjerg from ReD Associates comments on the Danish tax authorities’ recent change of name and logo. He emphasizes the timing of the changes, which he considers to be well planned, since the organization is about to undergo a very broad and extensive process of reorganization.
He emphasizes that “the Danish tax authorities are currently in the midst of an enormous restructuring where employees are being moved around the country and divisions are being merged. If they need a new logo, now is the time—and their previous logo was indeed among the least graceful in the public sector.”
The old logo, which had a triangular shape, signaled “Caution” like the road signs of the same shape. That is not a desirable signal for a tax authority to send, Madsbjerg explains. Furthermore, he argues, 13 million DKK for the redesign is not the outrageous sum it has been made out to be, because a lot of that money has gone towards implementing the new name and logo.
The full interview isn't available online.
Christian Madsbjerg on Danish National Radio's morning show, P1 Morgen, about spreadsheet culture and the value of reading literary fiction.
ReD concludes a failure to account for these human (and economic) motivations encourages gaps of understanding regarding the best processes to use to combat the human phenomena.
When access to goods becomes so effortless, what drives customers to invest time and effort in ‘going shopping’?
Platforms for personalization and self-expression are eclipsing ready-made lifestyle brands, write Christian Madsbjerg and Sandra Cariglio.
Would you use a driverless car if your chauffeur was your status symbol? Tech’s unspoken hurdles
Madsbjerg argues that unless companies take pains to understand the human beings represented in their data sets, they risk losing touch with the markets they’re serving.
The editor of Real Deals Magazine, spoke to Mikkel Rasmussen about ReD Associates, the dangers of over-reliance on big data, and why social science just might be one of private equity’s greatest tools.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.
Demetri Kofinas speaks with Christian Madsbjerg about the history of western philosophy, artificial intelligence, and how the humanities can help businesses solve their hardest problems.
"We need people who can develop medicine, and we need the people who can figure out how to get people to take their medicine. We need both” - Madsbjerg on NPR's The Takeaway.