In early 2011, the SSF (the Swedish Theft Prevention Association) decided to give its brand a facelift. JG Communication took on the task of producing a graphic profile that was deeply rooted in the association’s soul.
The SSF is strongly associated with history and tradition. The association has existed since the 1930s, and its symbol with the watchful eye is well known. Despite this, there had long been concerns within the association because people were unaware of what it actually did. Its entire graphic profile also needed to be modernized to avoid the risk that SSF would be seen as behind the times. The challenge was how to achieve this without the association losing touch with its history.
B2B and B2C target groups
In short, the assignment was based on freshening up the SSF’s visual identity and ensuring that it more closely reflected the association’s core values. This was part of a larger brand-development initiative intended to increase awareness of the association and ensure clearer communication. Anette Brandt, Project Manager at JG Communication, says this was easier said than done.
“The SSF works with two main target groups: private individuals and companies,” she says. “They’re equally important, and the message often varies between the two. So, it was a challenge to come up with a design adapted to both target groups that still had a unified look.”
An all-encompassing design manual
With JG Communication’s help, the SSF logo now has a more modern and more personal look. Most of it is completely new, but some details have remained – in a new format. One example is the inclusion of the watchful eye, which allows the SSF to take the historical recognition it has established into the future.
As well as updating the logo, the work group came up with a portfolio of images, graphic elements, typefaces and profile colors. This all resulted in a comprehensive design manual with guidelines and examples of everything from advertising to profile products and trade-fair material. Anna Härenvik, Head of Communication at SSF, is pleased with the collaboration.
“Together with JG Communication, we’ve come up with a visual expression that feels modern and inspires confidence, and it works for us in all forms of communication,” she says. “JG Communication listened to our ideas throughout the process and produced proposals that are full of quality and professionalism.”