EQT is a global private markets investment firm headquartered in Sweden, operating across private equity, infrastructure and real estate. The company’s visual identity has evolved through several distinct phases, most recently with a refreshed brand identity developed in partnership with the agency Grow.
Design and History
EQT’s current brand identity was developed by Grow, a holistic brand development agency, which describes the result as “a bold new visual identity, designed to capture the core of EQT, reflecting its drive, positive outlook and thoughtful approach to business building.”[1] The agency worked closely with EQT’s leadership to distill insights into a brand essence that guides all expressions of the EQT brand.[1]
EQT’s own communications reference a “refreshed brand identity” and describe orange as the firm’s “signature orange,” used deliberately in campaigns to symbolize optimism and a bright future.[2] The same source notes that the clean, modern look of recent campaign materials “fits perfectly with EQT’s refreshed brand identity.”[2]
Before the current identity, EQT used a burgundy wordmark, according to logo database Logos-World, which also documents an earlier iteration that combined burgundy with a red-orange section.[3] Historical files on Wikimedia Commons show both an older “EQT Partners AB” logo and a newer “EQT” logo, indicating a distinct visual change between the two.[4]
Meaning and Symbolism
Documented symbolism for the EQT brand centers on its orange color. EQT’s own content team states that “the use of EQT’s signature orange… symbolizes optimism and a bright future ahead.”[2] This is the only color-meaning claim directly supported by EQT itself.
A separate and well-documented symbol exists for EQT Ventures, the firm’s venture capital arm. The agency Bold Stockholm created the EQT Ventures logotype, which turns the “Q” from the EQT logo into a power button, “symbolising what happens when EQT Ventures gets involved. That’s when the journey begins.”[5] This “Power Q” became a cornerstone of the EQT Ventures identity, with many uniquely designed Power Qs created by different artists, illustrators and motion designers to symbolize each new cooperation.[5] The Power Q is described by Red Dot Design Award as “a representation of the Q taken from the EQT logo.”[6]
Typography and Design
The EQT Ventures logotype was designed by Bold Stockholm (also credited as Bold Scandinavia), with Oskar Lübeck as Creative Director, Jesper Klarin as Design Director, and designers Ami Izaki, Magnus Lundgren and Richard Feldeus.[5] The logotype was created “not only to visualise the concept of a power Q, but also to have life and movement.”[5] The identity was intentionally developed to stand out from the conservative corporate space of equity funds and banks, capturing “the same amount of energy and creativity as the startups they finance.”[5]
In 2021, for EQT Ventures’ fifth anniversary, the motion studio Dallas STHLM created a reel showcasing new Power Q designs, with the original brand design and logo credited to Bold Scandinavia.[7] The anniversary edition featured Q designs described as “sparkling and audacious,” rendered in 3D with a mix of simple textures and ultra-fine details.[7][6]
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