If you buy a watch from Swatch, you can design your very own background pattern. If you order shoes from Nike, you can choose the colors you want. If you work for Creuna, you can make your very own logo. Mass customization meets dynamic identity today, as Creuna emerges with its visual identity.
Central to Creuna's visual identity is a dominating C, functioning as both logo and design element. By using simple technology in a new way, the team behind this new profile made it possible for individual employees to design their own versions of the new company logo.
The C is divided into sections in which people can play with patterns and colors to express their personal style. In this way each employee has their own unique logo, for use on business cards, presentations, screensavers and so on. Creuna's profile is ultimately made up from the individual contributions. The logo will continue to evolve, with the constant creation of new variants.
"The most important reason for merging Creuna and Cobra was to combine expertise in creative concept development and branding with technological impact. This new profile reflects this in itself – both through its unique look, as well as the use of technology to involve all employees in the process of creating an identity for the company. I am very proud that we managed to create this inspiring and unifying expression," says Mie Heireth Jørgensen, CEO of Creuna Norway.
Dynamic profiles are not new. Many of you are familiar with Google's playfulness with its own logo on holidays and memorable days. London Olympics 2012 is another example, in which sponsors and collaborators are pasting their own brands into the Olympic logo. The unique aspect of the Creuna tool is that all employees contribute, to continuously recreate the company’s identity.
Creuna’s visual identity is hereby crowdsourced on a permanent basis, and is being launched today. And tomorrow. And that day.