Wednesday, May 18, 2011

New logo: Proffice

Proffice is a human resources solutions company in the Nordic countries. Originally a Swedish company, it was founded in 1960. In the late 1990s in expanded to Norway, Denmark and Finland through aquisitions and new establishments.

On April 4, Proffice launched a new strategic agenda to create a more united concern, intending to radically increase turnover. This strategy included a new brand strategy and corporate identity. This agenda includes strengthening the company's specialist brand Dfind. Some business areas involving specialists that used to be Proffice-branded now use the Dfind name.

New Dfind logo.

Proffice and Dfind have both been given new and consistent logos. I don't have any source for this, but I would guess the blue and yellow pieces represent the missing links that Proffice provides to an organisation.

Previous Proffice logo.
The previous Proffice identity had been used for a relatively long time, since at least the 1990s.

Stacked version.

Monochrome version.

Different business areas and their logos.

Press release (in Swedish) (archive)
Propaganda 24

Update, May 24: It turns out that The Brand Union's Stockholm office was behind the Proffice rebrand. They have posted a case study on their website. The idea behind the new identity is called "The Missing Link", and it was allegedly all done in less than two weeks. The agency has also published the folowing images:

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