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Arts and Culture / Travel / Technology
Identity
.
Experience
.
Product

Innovation is the only way to win

Category
Arts and Culture / Travel / Technology
Client
Innovation Norway
Awards
European Design Awards. 2016

Innovation Norway is the Norwegian Government's most important instrument for innovation and development of Norwegian enterprises and industry. They support companies in developing their competitive advantage and to enhance innovation.

Fig 1.
<p>The visual identity is built on the concept called “Climb up!”. It is about going up and down, but it is also about lifting, elevating, raising and enhancing entrepreneurs, Norwegian businesses and also IN´s organisation. </p>
Fig 1.

The visual identity is built on the concept called “Climb up!”. It is about going up and down, but it is also about lifting, elevating, raising and enhancing entrepreneurs, Norwegian businesses and also IN´s organisation. 

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Challenge

The challenge of the project was to get Innovation Norway to appear as one overall brand, within many numerous fields and services that they offer.

Our aim together was to create a strong, direct, corporate and efficient identity. Insight and research provided the basis for the challenges and the need for upgrading the efficiency, usage and impression of the identity. Local, regional and international input from staff, and from external partners, helped us understanding, defining and concluding.

"We may have had some associations with us that we do not want to be - heavy, bureaucratic and lack of being innovative. So the basis for the new brand is based on experiences from the last 10 years, analyses, surveys and, in particular, feedback and input from customers, business, collaborators and colleagues in Innovation Norway, says Kristin Welle-Strand, responsible for the brand Identity”. 
<p>Digital annual report</p>
Fig 8.

Digital annual report

<p>Digital annual report</p>
Fig 9.

Digital annual report

<p>Illustration style for Innovation Norway</p>
Fig 10.

Illustration style for Innovation Norway

<p>Screens from "Sats internasjonalt"/"Go global" </p>
Fig 11.

Screens from "Sats internasjonalt"/"Go global" 

Solution

The identity is built up of a number of core elements that come together to create a strong and comprehensive expression that makes Innovation Norway clear and visible. The identity is about climbing upwards, and is inspired by lifting, traveling and reinforcing Entreprise, Norwegian companies and Innovation Norway.

Innovation Norway is positioned to be the one to dare to have big dreams, be passionate, ambitious, forward-looking, energetic, taking risks and be curious. They shall also be a “Door opener”, to possess broad knowledge and work along with large networks, both in Norway and abroad.  

Innovation Norway shall also be "Competent and clear”, and be open, accurate, reveal and clarify, simple and speak with a direct language. At the same time as they should be “Humble”, and meet people where they are, not arrogant.

We have concluded to transfer Norway's flag colour into the logo. It gives a strong symbol effect both nationally and abroad. And it ties the organization closer together - Innovation Norway, Visit Norway and Norway’s identiity.

<p>Editorial layouts</p>
Fig 12.

Editorial layouts

Fig 13.

Access cards

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Fig 16.
Result

The visual identity has given Innovation Norway the opportunity to communicate widely, in a comprehensive and accessible manner. While still maintaining a bold, professional, direct and strong visual expression, that is flexible and visible towards it´s target groups.

Internal pride, and taking ownership to an identity change, is always an important part of any identity - new or modified, and it often goes to show by respecting the usage of visual systems provided…or not. We are glad to observe the system in use, and furthermore that the tools provided is respected and applied efficient as planned.

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