Wednesday, October 16, 2019

Confluence of cooperation in new Schibsted logo

Schibsted is one of the larger traditional media groups in Norway with a history stretching back 180 years. After buying two of Sweden's largest daily newspaper it also has substantial presence in that country, as well as investment in online classified ad platforms in numerous other countries. Last month, on September 11, it launched a new corporate identity, developed by Bold Scandinavia.

The new identity is a clean break with the previous logo, featuring a simple wordmark and an S that can work on its own as a symbol. The symbol features dots or pixels that "create a confluence, underlining that cooperation is one of Schibsted’s greatest opportunities".

Previous logo.

The old logo was launched in 2010 and was developed in-house. It was, in turn, a refreshed version of the logo below, designed by Tone Bergan of Union Design i the mid-90s:

The '90s Schibsted logo.

From the press release:
The new profile also supports a new brand strategy that defines Schibsted’s role with regards to all product brands and in the market: Schibsted is moving from being a hidden brand to being a more visible, unifying family brand. It will also give Schibsted a coherent look throughout digital platforms and in our main offices in Oslo and Stockholm. It will also support a common Schibsted login.

”My vision is that Schibsted will be a supporting foundation for all our brands. I hope our new visual identity and brand strategy will aid us in our efforts to foster collaboration and common development, as well as helping us come across as an attractive employer for both existing and future employees,” explains Kristin Skogen Lund.

”It’s great to have our new visual identity in place. It’s been a long and thorough process that has resulted in an identity that reflects what Schibsted is and stands for today,” says project manager Ann Axelsson.

Schibsted has worked with brand and design agency Bold in Stockholm to develop the identity. “Once we got to know Schibsted, it became obvious that the company is its parts – the different product brands – and that working together will create even more value. That’s how we came up with The unifying force concept,” says Oskar Lübeck, founder and Chief Creative Officer at Bold.

The unifying force is expressed in the design and symbolized by the pattern in the logotype’s “S”. The dots or pixels create a confluence, underlining that cooperation is one of Schibsted’s greatest opportunities.


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