Ekstra Bladet | Ekstra

For over 120 years, “Ekstra” had been hiding in plain sight inside the name of Denmark’s most uncompromising media brand. Once a forgotten reference to its origins as an extra edition, it became the perfect way to turn Ekstra Bladet’s reputation for being too much, too sharp and too unfiltered into a modern strength.

The solution was to make “Ekstra” the centre of the entire brand system. “Bladet” was removed from the logo, and “Ekstra” was paired with carefully chosen words that reflected the brand’s values, turning the logo itself into a flexible communication platform. It appeared everywhere from front pages and EB.dk to social profiles, Snapchat filters, influencer collaborations, films, outdoor, editorials and even the iconic microphone cover used by reporters in the field.