framfab Visual Identity
- Client framfab
- Project Visual Identity
- Year 1999-2000
Fast Forward
Framfab's original Swedish name was Framtidsfabriken ('the future factory')- but the original name was deemed too Swedish when Framfab commenced a wave of acquisitions and purchased companies internationally at a pace that at times seemed to make the fast-moving Internet consultancy almost identical with the ideologies of the "new economy". This explosive growth meant that a new name was needed - Framfab - along with a new visual identity.
When far-reaching changes in a corporation occur, a clear and coherent management of the corporation's identity is crucial. Merged and acquired companies find it crucial that employees, partners and customers experience a sense of coherence, belonging and direction. The visual identity was supposed to work as a healing power in turbulent times - a flag for new and long-time employees to rally around when times were changing. The core approach was that a forceful visual expression could create coherence in an ever-changing organisation to avoid confusion for customers, employees and the general public. And this visual identity should embody Framfab's young energy and "fast forward" attitude.
e-Types developed the visual identity for Framfab as well as a brand guide for all employees: the 'Framfab Formula', various elements and accessories, and a magazine, 'Culture Mag' that was the sompany's internal medium, designated to create a strong sense of belonging among the employees of the fast-paced, fast-growing company.