Rebranding a group of companies in the Nordics

The client

Speed International is a leading Swedish company offering user-friendly solutions for public spaces in the Nordics, with the aim of simplifying daily life for people on the move. The parent company owns three sub-brands, Speed PHOTO, Speed BOX, and Speed MEGATECH, together covering the following service areas: photo booths, storage lockers, ticket vending machines, interactive kiosks, and digital signage.

The challenge

We were invited to revisit the company’s branding as it transitioned from a B2B approach to customer-facing solutions, with the aim of creating a set of service sub-brands. Our challenge was to design a brand system with two important missions: to improve the brand’s perception and visibility and to reflect both corporate and user-centric environments in which the companies operate.

The solution

The new design solution proposes a clear connection between the four brands. The logos follow the same structure and use the same visual language, to enhance the overall brand presence. We wanted to create a design that is contrasting and robust, to reflect the maturity of the group, and also add a bit of softness, in line with the user-friendly approach of their customer-facing solutions.

The logo

The logo is composed of the brand name set in soft typography, and the brand mark in the shape of an arrow. To create contrast, we played with the use of upper-case and lower-case letters, and used a different color for the sub-brand name and the mark, treating them as accents. The mark also brings a bit of dynamism through its position and asymmetrical structure.

Colors and typography

The color palette supports two themes. A vivid, strong theme, combining indigo and pink-orange for outdoor and customer-facing touchpoints. And a secondary palette that uses softer pinks and neutrals for corporate applications. The typography is based on a clean geometric type – Mazzard H – creating contrast through the combination of various weights and sizes.

Brand applications

We helped Speed international set up a series of touchpoints, from stationery and digital presentation templates, to photo booths and storage lockers.