Are is one of Finland’s largest provider of building services and building service technologies. In the summer of 2014 Are bought the building service business of Lemminkäinen corporation effectively doubling the amount of employees to around 2 800. The merger created a need to communicate for all employees that the company was entering a new era, and to reach a mutual understanding of company values and goals. Thus the brand, and by extension the visual identity, had a large role as a management tool during the merger.
Our assignment was to update the visual identity quickly, since a total of 400 cars needed to be rebranded in a timeframe of a few months due to legal reasons. In addition, we were asked to create a image concept and brand images reflecting the values and principles of Are. These images were an important element of the internal branding by creating a point of reference and a model of the ”new” Are.
A precondition for the project was that the logo could not be changed and that the blue company color should be retained. We decided to redraw the logo anyway, in order shed some of its idiosyncrasies and get a more optically balanced whole.
Angular surfaces were added to the visual identity in order to emphasize and support the form language of the logo. The end result was a visually recognizable, but flexible whole. Black and white were added as major brand colours, in addition to the blue, to create a strong and impactful, yet fresh and clear look.