New name carefully chosen
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.
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".