The new name

The Nordic aspect is our strongest characteristic, and the new name had to live up to five basic criteria: It was to have a purely Nordic sound – not an English. It was to be short and precise – and possible to use in ­ all main languages. And it was to stand out from our competitors and tell a strong story.

Mission accomplished

We succeeded in finding a name that meets all of these criteria – NJORD.

• NJORD is a god from the Norse mythology who represents trade, wealth and shipping.
• NJORD has a clean, Nordic sound and creates clear, Nordic associations.
• The N in NJORD represents the north direction of the compass, which also defines our main market.
• NJORD is a short and robust one-syllable name.

In Danish, NJORD is pronounced in the same way as the Danish words for north ("nord") and fiord ("fjord") - namely with a silent ”d”.

The word "fiord" is part of the English language. And therefore, English-speaking persons intuitively know that NJORD should be pronounced in the same way. However, in English there is no silent "d".

Read more about why we changed our name to NJORD