Schibsted launched a new visual identity in 2019. With the increasing need to build Schibsted as an attractive and trusted brand, not least towards consumers who engage with us through our digital channels and products, we have upgraded our brand design framework. This new design also fulfils a need to strengthen our overall brand expression.
Schibsted’s visual design is based on our overall strategy and identity, Schibsted’s Future State. It portrays our personality as a pioneer and has its foundation in our history and the Nordic aesthetics. The newly updated identity has been created together with the prestigious Norwegian design agency, Bakken & Bæck.
One of the new visual brand assets is our own typeface, Schibsted Grotesk.
Unifying force
Basic design elements like our logotype and symbol are still the same – and the whole look and feel is connected to our current visual identity. One great example of that is how the ”unifying force,” the dots in the Schibsted S, has inspired new elements like shapes, pills and a new pattern.
“We’re very happy to have collaborated with the team at Schibsted to elevate their visual identity. Taking a considered and strategic approach, we took visual cues from Schibsted’s rich history to deliver a refreshed digital identity, design system, and custom font family — Schibsted Grotesk. It was exciting to partner closely with the team to create the visual language, and we aligned from the start on custom type being a key component in bringing a contemporary look and feel to the company’s heritage,” says Barrie Bloor, Head of Business Development, at Bakken & Bæck.
“We now have several new brand assets to support all communication, internally as well as externally – the brighter colours will help us get more recognised and we have created a set of design templates for our different channels which give us a more fresh and contemporary look,” adds Nathalie Kåvin, Head of Global Brand at Schibsted.
The images representing Schibsted have a friendly tonality and an authentic aura.
What is included in the new design framework?
- Schibsted Grotesk, our own bespoke typeface.
- A wider range of complete colour palettes. Schibsted is still blue, but with brighter nuances and more variety.
- The “S” in our logotype and our S symbol remain very similar but have been reworked to better meet digital standards (updates for small sizes in digital products).
- New patterns, shapes and animations.
- A new system of gradient assets to bring our digital surfaces to life.
- We have also added a new library of new brand images that will gradually replace the ones that we are using today.
- A new presentation template with the new design.
- Our illustrations have been updated according to the new colour palette.
What set the ball rolling
The initial need to develop our previous design came from our product and design experts in the User Foundations team, who while developing Schibsted’s digital products found a need to expand our brand design into the digital universe. At the same time, there was an overall need to strengthen our brand expression in all contexts.
“As we expand our digital product offerings and increase our consumer reach, we require a complete set of brand assets and guidelines to ensure consistency and quality. This is essential in our efforts to build trusted relationships with our end users,” says Øystein Helle Husby, Head of Design in User Foundations, Schibsted.
The new gradient kit articulates the blue tonal palette with a variety of textures, ranging from light to dark options meant as background graphics for varied use cases.
Curious to know more?
Read all about the new guidelines and what is new on Schibsted.com
Contact the Global Brand team in Schibsted for information about the new guidelines and the rollout plans: globalbrand@schibsted.com
The digital design project team:
The Global Brand Team: Ann Axelsson as the project lead and Andreas Lewandowski,
The Schibsted User Foundations team: Bjarte Misund and Øystein Helle Husby.
