Brand Identity
AP3
Creative Direction
Design strategy
Visual identity
Narva was assigned with developing a new visual identity for AP3 (Third Swedish National Pension Fund), emphasizing long-term, responsible, and sustainable investments. The identity needed to reflect AP3's long term commitment and globally conscious persona, targeting business partners, prospective employees, stakeholders, and the public through various channels, including their website, reports, presentations, and social media. The project aimed to evolve AP3's current design with updates to the color palette, typography, icon style, and imagery, adhering to WCAG accessibility guidelines.
The process began with a workshop to determine the strategic visual direction, summarized in a creative brief approved by AP3. Several concepts were presented, refined based on AP3's feedback. Significant effort went into selecting a color palette that represented AP3’s persona and functioned well in complex diagrams, tables, and graphs, all while adhering to WCAG guidelines. The visual identity was developed in tandem with AP3’s new website and annual report, allowing for testing and refinement.
The final visual identity features modern typography, an earthy color palette, and new visual elements like tree growth rings symbolizing generational investment management. Refined logo variations and authentic imagery enhance brand recognition. Comprehensive guidelines ensure consistent application across all channels and touchpoints.
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Narva Communications is a part of Ahead Group
