"Connecting to our roots"
The new brand platform has been underway for a year.
“The goal has been to create an identity that bears a clear with Luleå University of Technology and our roots in business development and regional development in northern Sweden,” says Beatrice Lind, communications strategist at LTU Business.
The strategy has been developed in close collaboration with Luleå University of Technology, owner of LTU Business. The new color palette is inspired by the Arctic nature and the choices of messages, fonts and graphic elements derive from science.
“We want to highlight that we are a consulting firm that operates in a unique intersection between academia, business and government, so it felt natural to use metaphors and symbolic associations in our choice of fonts, tone of voice and graphic elements, ”Beatrice Lind continues.
The strategic work has largely been done internally, with the support of the brand expert Annika Fredriksson and Andreas Morén and Carina Karlsson at In the Cold office based in Piteå. The LTU Business profile change will take place gradually in the coming weeks, with a new premiere for the website scheduled for March 25 2020.