BUILDINGS CONNECTING THE SWEDISH RAILWAY by Identity Works for JERNHUSEN

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BUILDINGS CONNECTING THE SWEDISH RAILWAY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Sweden
Agency Identity Works
Released January 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: JERNHUSEN
Product/Service: JERNHUSEN
Agency: IDENTITY WORKS
Date of First Appearance: Jan 29 2010 12:00AM
Entrant Company: IDENTITY WORKS, Stockholm, SWEDEN
Identity Works: Identity Works (Identity Works)
Media placement: Corporate Identity - Corporate Identity - 29/01/2010

Describe the challenges and key objectives
Jernhusen owns, manages and is currently developing one of Sweden’s most exciting real-estate portfolios including over 300 buildings; 63 stations, 67 maintenance depots, offices, concept buildings and goods terminals along the railway all across Sweden. Jernhusen consists of several business divisions, which means its natural complexity must be taken into account. The challenge was to create a unified concept based on the historic values of the company with the modern approach as well as sustainability.

Describe the brief from the client

To create an identity that reflects Jernhusen and its core values. The identity should be simple, soft, human and inspiring. It should reflect a visionary company who creates inspiring meeting places for people on the move. It should also have a strong link to Jernhusens focus on the core emphasis, namely environment and sustainability. The target group is very broad and varies from independent traffic operators, maintenance companies, well functioning stations and maintenance depots, as well the commuters, all in need of safety and service.

Describe how you arrived at the final design
The symbol is inspired by the network of places where Jernhusen AB owns buildings or properties. All places are divided into four categories ranked by the size of each area. Those four areas are represented in the tree-symbol. The symbol mixes the growing modern network as well as the tradition and history of a tree. The word mark is based on a solid, round typeface to fit the symbol. Warm red and yellow colours are chosen as a modern way for energy saving and sustainability rather than the obvious green palette. An identity that works on everything from web to the lounge of a station.

Give some indication of how successful the outcome was in the market
When launched in January 2010 the identity has united the people working at Jernhusen in a positive way, where all embraces the new brand values and new visual language.