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Brand identity and style guides

Company: Loopia Group

My roles: Art director, designer

Short description: Loopia Group was formed in 2018 and consists of several well known brands in the web hosting industry throughout Europe (including Sweden’s largest web hosting company Loopia AB) with more than 600 000 customers.

At the time I was an employee of Loopia AB, but got this assignment from the management of the corporate group Loopia Group AB.

With a short time span my mission in this project was to create a foundation for a brand identity that builds on Loopia AB’s well known brand but shows a more corporate perspective that better represents the company group.

Table of contents

Phase 1: Company values, vision and target groups

First off I had initial meetings with the CMO of Loopia Group to learn more about the company groups’ mission, values and vision, and also to discuss the direction we were to take with the brand identity.

Values

  • Simple
  • Sustainable
  • Entrepreneurial
  • Authentic
  • Win-win-win

Target groups

The main target groups for Loopia Group’s daughter companies are small and medium sized businesses, as well as consumers. But the target group for the Loopia Group brand is rather business related (finance, acquisitions etc).

  • We make it easy for entrepreneurs and makers to succeed online. We are sustainable and co-create to have a positive impact beyond our immediate reach.

    Our ambition is to become the leading, sustainable hosting provider.”

Loopia Group’s vision and ambition in short

Phase 2: Mood board

As an early step when creating a brand identity I like to make mood boards used for discussion with the team and the stakeholders.

Colors

To set the tone of voice in line with the company values I decided to go for a quite sober color palette but still keep it somewhat playful to stick out compared to the otherwise quite stiff and techy hosting business.

Images

By experience I know that it quite often is a struggle to get high quality photos and images for corporate news and information. To be able to hide quality issues and to deliver a cohesive visual experience I used the brand colors to create a duotone manner for all images.

Fonts

To keep a sleek approach but still with some unique characteristics I went with Catamaran SemiBold for headlines and Lato Light for paragraphs.

Logo

We decided to keep the characteristics of the original Loopia AB logo and just change color, remove the symbol and add the text “group” to separate it from the daughter company but still keep the familiarity with the well known brand.

The final mood board that we used as a foundation for the brand identity.
Loopia AB’s logo and Loopia Group AB’s logo.

Phase 3: Style guides for the website and presentations

As the final part, and where the scope of this project ended, I created style guides for the website and for presentations. The Loopia Group management team were very happy with the delivery.

Web design prototypes

Prototypes of the home page...
...a news article...
...and the “about page”.

Presentation design template

A few slides from the presentation template.

Get in touch

I’d love to get in touch with you to hear about your goals and vision for your website or app. So don’t hesitate to send me an email or a message on LinkedIn.

 …and hey! If we meet in person I will make sure to bring my favorite Swedish candy “Dumle-kola“. I think you will love it too :).

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