Bonnier AB, the international Swedish media group, has accumulated a vast array of interests from over more than two centuries of trading. Books, newspapers, magazine publishing, TV, cinemas and film production. The growth into a conglomerate of 175 businesses in 16 countries had led to a chaotic corporate hierarchy, reflected in a visual identity that was different everywhere you looked.

We were able to bring order and clarity to the table by sorting all of Bonnier’s brands and sub-brands into a simple and sensible structure, made visible by a top-to-bottom design programme and a new corporate identity for the group. The logotype display a clear Bonnier heritage, a distinctive ‘N’ echoing those of previous identities. An updated monogram, new typographic rules, a palette of muted greys with brighter secondary colours, a photographic style and an image bank brought visual consistency, sophistication and simplicity to this distinguished group of companies.