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New Logo for Vattenfall by NORDDDB



Noted Apr. 23, 2018 by Armin

Industry / Corporate Tags /


(Est. 1909) “Vattenfall is one of Europe’s largest generators of electricity and one of the largest producers of heat. Our main markets are the Nordic countries, Germany and the Netherlands. The Group has approximately 20,000 employees. The Parent Company, Vattenfall AB, is 100%-owned by the Swedish state, and its headquarters are in Solna, Sweden.”

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Vattenfall new brand page

Relevant quote
The logo represents Vattenfall's ability to think and act widely, in order to offer climate-savvy solutions and fossil-free existence within a generation. As a symbol of a renewed Vattenfall, we have chosen the lens. It stands for transparency and focus on what is important. It is a symbol of balance, for example between our own strengths and others' expertise, between customer focus and technology. Through the lens, we want to show that we have the ability to see things in broader terms as well as to zoom in on what really matters.

The colors are about showing self-confidence, transparency and leadership. Inspired by our heritage and of the Nordic nature, they are used with white as the main color to give both air and space and to focus on what is important.

Our new customized font "Vattenfall Hall" reflects and embodies the properties self-assured, competent and determined.

Vattenfall new brand page

Images (opinion after)
New Logo for Vattenfall by NORDDDB
New Logo for Vattenfall by NORDDDB
Color palette.

New Logo for Vattenfall by NORDDDB
Custom font.
New Logo for Vattenfall by NORDDDB
Icon set.
Corporate video. Logo animation at the end.

The old logo was surprisingly bad for a Swedish corporation. The icon was cheesy and looked more like a travel agency than a large electricity company and the wordmark was very weird and poorly kerned. The new logo goes for the über minimal approach, which may be no surprise anymore but it at least now looks like a serious, big-ass Nordic corporation. The sans serif wordmark is dry as hell but, again, it at least now makes more sense and is properly kerned. The new icon shows a lot of confidence in pulling off a circle cut in half with different colors and nothing more. It’s a bold evolution of the old icon into something a little more meaningful… at least in concept. I would have never gathered it was meant to be a lens until I both read the description and saw the animation of the logo at the end of the video above, which does sell the idea well. I’m assuming a large advertising campaign will sell the icon as the lens (a little bit like last week’s HSBC’s new campaign). Overall, this may not be a visually exciting redesign nor the most clever or original but it gets the job done efficiently and with confidence.

Thanks to Andreas Lanjerud for the tip.

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