PONDER breaks the think tank mould with its optimistic blueprint-inspired identity for 21st Europe

Kaave Pour founded 21st Europe to redefine the perception of what Europe can achieve – a vision for a better future. The Copenhagen-based creative entrepreneur, recognised for co-founding the innovation lab and research hub Space10, commissioned the Copenhagen-based brand agency PONDER to develop this bold new European design think tank from the ground up, moving beyond traditional approaches to create something that would inspire optimism, foster conversation and connect with a broader audience. The brief, explains Managing Partner Carl Kronika, was to co-create the project – everything from concept and identity to website, copy, film and PR. “Our task was to give the vision language, colour and emotion.”

As a think tank, 21st Europe creates ‘blueprints’ for a new Europe to ignite the discussions necessary for their realisation while also establishing the networks that turn vision into momentum. “Starting in 2025,” Kronika explains, “21st Europe will release quarterly blueprints developed with design partners and expert panels. Each blueprint tackles a key issue, beginning with bold, tangible visions before working backward to explore how they can be made real.”

This idea of ‘blueprints’ – as frameworks for envisioning and executing change –  forms the basis of the identity, drawing inspiration from architectural designs. Leading with a deep blue, a subtle nod to the European flag, the visual identity uses outlined frames to instil a sense of structure and order. These frames are versatile and adaptable for use with coloured backgrounds or images and videos. “We designed the 21st Europe brand to be a canvas,” says Kronika, “letting the Blueprints take centre stage and lead the story.” Further, a series of technical illustrations reinforce the sincerity and ambition of the think tank. “Although the blueprints might not be ready for implementation,” says Creative Director Rasmus Mathias Holm, “the technical illustrations indicate feasibility and a desire for action.”

Additional connections to Europe include the primary typeface, Helvetica Neue. As Holm points out, this is not only a widely available typeface, “ensuring accessibility for future collaborators,” but also one that can provide “a neutral backdrop for the content of the blueprints to shine in.” Alongside the wordmark is a reimagined interpretation of the European flag’s iconic stars, arranged in an oval formation that suggests forward momentum, illustrating the purpose driving 21st Europe as an organisation.

A fitting complement to the ‘Europe blue,’ the colour strategy draws from the flags of European nations to create a unified palette. “Throughout the process, we always wanted to give the project a sense of inclusivity,” notes Holm, explaining that by using colours from all the flags of European countries, “21st Europe becomes a place where anyone can feel welcome.”