NIDOs visualise ODIN Engineering’s qualities

ODIN Engineering is known for developing new, innovative, business-critical special-purpose machinery of a high quality.

Therefore, we are taking an out-the-box approach when we humorously speak of THE ODIN WAY, which describes who we are, how we work and what we stand for.

We are doing it with NIDO characters on our vehicles, special-purpose machinery, postcards and stickers.

The whole thing started in the autumn of 2016 when we engaged in close corporation to develop our little mascot.

CEO of ODIN Engineering, Mads S. Rasmussen, brought together a creative trio combining different competencies to brainstorm how we could visualise and tell about THE ODIN WAY in a way that was creative, fun as well as spectacular.

In addition to Mads S. Rasmussen himself, the creative team consisted of Carsten Kümler, owner of Mezzoforte Reklamebureau, and Martin Nielsen, illustrator at Gekko Graphic.

“We discussed everything, from how to design the characters and what they would be capable of to how we could visualise and show that ODIN does things differently, making sure that people notice it,” says Carsten Kümler, who has year-long experience in developing creative concepts and illustrations.

“This has evolved into a NIDO partnership that has continued for four years as of now. We complement one another well with our different skills. Martin provides the sketches and graphic illustrations for our NIDOs, Mads comes up with all kinds of good ideas — entirely without any inhibitions — while I try to keep both of them on track,” he explains with a smile.

Together, the creative team has created an entire universe with the little mascot, who is a hovering NIDO character that rarely touches the ground. Moreover, the various NIDOs have various roles and gadgets, each of which reflects the values, job roles and skills that characterise ODIN Engineering.

NIDOs provide better knowledge of ODIN Engineering

All NIDOs share the same bible: THE ODIN WAY.

“NIDOs communicate and reflect the values we all stand for and tell a story about the scope of the work which we perform in-house here at ODIN. For example, we have a mechanical engineer NIDO, an electrical engineer NIDO, a programmer NIDO and a customer service NIDO,” says Mads S. Rasmussen and continues:

“We constantly get comments from customers and friends of our company who keep noticing our vehicles and the fun stories which our NIDOs are telling.”

Both Mads S. Rasmussen and the rest of the creative team behind the NIDOs predict that the NIDOs are here to stay.

“Most people know who we are when they see the NIDO vehicles. They have practically turned into a lifestyle for the innovative company in Slagelse,” says Carsten Kümler.

Quality-conscious, innovative and without limitations

According to Carsten Kümler, the NIDO cooperation is also in an entirely different league than what he otherwise works with:

“You see, Mads is almost a NIDO himself. And NIDOs know no limitations. They are capable of everything! This is also how ODIN sees it. The employees have an innovative mindset and are not afraid to try something new. Only sky is the limit for what you can do at ODIN!” says Carsten Kümler, who has been cooperating with ODIN Engineering for the last 20 years.

“What I do at ODIN Engineering is only possible because of the company’s DNA. ODIN is quality-conscious and in particular nerdy, but in a cool way. At the same time, you can feel that this is a spirit that permeates the entire organisation and that the employees are proud of their work.”

Would you like to see more of our NIDOs? Take a closer look at the decorations of ODIN’s NIDO vehicles in the video here.

See sketches and graphic illustrations of the NIDOs here:



Meet Michael Bøgeskov: Purchasing has become a creative discipline

10. may 2022

The working day is varied and challenging for Michael Bøgeskov, who is responsible for buying goods and production materials for

The electrical engineer enjoys that every day brings new challenges

9. march 2022

Meet Johnny Bjørk, who is an electrical engineer at ODIN Engineering. Johnny designs automation and electrical control components for the

Development opportunities at ODIN create a dynamic workplace

7. january 2022

Meet Michael Skovgaard, who started at ODIN Engineering in May 2021 as a technical designer. After a few months, he

You’re invited!

28. september 2021

Dear customers, suppliers, partners, friends, and acquaintances of the house We’re celebrating the next 60 years at ODIN – please

ODIN Engineering sketches inventions that are not possible – yet

28. september 2021

ODIN Engineering has been in business for 60 years. However, that is not what the machinery manufacturer focuses on when

Sussi Birkevang designs machines that do not yet exist

25. june 2021

Meet Sussi Birkevang, a mechanical design and development engineer at ODIN Engineering. She develops unique designs for machines and components

ODIN Engineering’s test centre: There are no limits to the imagination

27. may 2021

At ODIN Engineering, we are the indispensable business partner for large industrial companies that need completely unique solutions either in

ODIN Engineerings testcenter: Der er ingen grænser for fantasien

27. may 2021

Hos ODIN Engineering er vi den uundværlige samarbejdspartner for større industrivirksomheder, som har brug for helt unikke løsninger enten i

Atypical business leader and live wire turns 50

15. may 2021

Mads Strøjer Rasmussen is the third-generation owner and CEO of ODIN Engineering in Slagelse, which develops solutions and special machines

Meet Gregers Stahrenberg: Special machines are developed and built from scratch

21. april 2021

Gregers Stahrenberg manufactures unique components such as pistons, shafts, fixtures, tools, and spare parts for our special machines. The 56-year-old