Bet you didn’t know that in Sweden, every second citizen, every second home, every fifth car and ninety per cent of all those who practise sports are insured with Folksam. Founded back in 1908, to call Folksam anything but prestigious would be an enormous understatement. Yet the future was a great source of inspiration when we developed their new brand identity and design.
The results of our work include a new vision, new positioning and a new strategic direction for their brand portfolio, where focus is put on the brand with the biggest potential: Folksam. This means that some of their brilliant business areas, previously communicated under separate brands (such as Gyllenforsen and KP), are now an integrated part of the Folksam brand.
Apart from re-drawing the logotype, the colours, typography, imagery and graphic elements have been developed to push the brand forward towards the desired position. The new logotype is brighter and simpler in form, and the colour system is flexible – subtle and reassuring when need be and colourful and entertaining when necessary.
The repositioning of Folksam is under way. As always, it starts from the inside where everyone is living the brand.
In short:
A cheerful identity for a lively 100-yearold.
Adding modernity to the logotype.
Folksam in our hearts.
Activation for a uniquely broad audience.
