Respectful makeover makes a statement

CLIENT

Wallenstam

WE DID

Brand platform // Brand identity // Visual identity // Logotype // Image tonality // Tone-of-voice // Brand launch

AWARDS

Gold in the Swedish Design Awards

Real estate developer Wallenstam has long been shaping the characters of cities such as Gothenburg and Stockholm. In recent years, the company has increasingly focused on developing new types of housing, innovative commercial spaces and services. Wallenstam wanted this new direction to be reflected in the look and feel of their brand. Paradigm was assigned to redefine the visual identity and update the logotype – the iconic ant.

The challenge

Wallenstam is a distinguished company with a well-known profile. A lot of people associate the distinct company logotype with their own homes and those of friends and families, as well as offices and famous landmarks. The assignment was to capture this history while boosting the company's change, innovative power and energy for the future. In the end it came down to approaching the remake of the visual identity and, above all, the ant with great respect. 

The approach

Together with a team from Wallenstam, Paradigm made a thorough review of the brand platform to define and secure the key values. Based on those values, several proposals for logotype, color palette and fonts were developed. After a careful selection process the customer, unanimously, chose a logotype with a more stylized and elegant ant in combination with "Wallenstam" or just a "W". They also chose a color palette with deep, warm colors. 

The solution

The familiar and well-liked ant remains central in the logotype, but with a more modern, sophisticated and energy-filled expression. The ant, which is drawn in a cohesive line, also better reflects the sense of forward-movement and creative spirit that characterizes Wallenstam of today. Likewise, the new color palette captures both the range of the Wallenstam offering, incorporating the exclusive, classic and down-to-earth, and the feeling of a vibrant urban life. The reviews of new visual identity have been great, both online, in the media and from people living or working in the Wallenstam buildings. 

The assignment was to capture the history while boosting the company's change, innovative power and energy for the future.

Contact:
Cecilia Backenfall

Email:
cecilia@pdgm.se

Phone:
+46 31 761 56 13