“Pure North” is about identity. And about Graphic Design. About Scandinavian Graphic Design in terms of cultural identity. Characterized by the harsh, northern climate and a strong bond to the laws of nature, by cultural and historical related influences and an unmistakable sense of functionality, as well as a deep-rooted democratic understanding, the Scandinavian Graphic Design plays a very special role in international design. We are no longer talking about a Scandinavian impulse, but instead of a phenomenon that sustainably shapes and influences the global design scene with its distinctive style and pure aesthetics. “Pure North” examines the relations between Scandinavian cultural identity and Scandinavian Graphic Design and enables thereby a fascinating view to the insight of the work of Scandinavian Graphic Designers.