Proton Group is a Swedish, family-owned industrial group based in the Värnamo area, operating across areas such as surface treatment, lighting, pipe bending and machine safety. In June 2024, the group introduced a new brand strategy and graphic identity, replacing its previous red colour and umbrella symbol with a new logo built around a plus sign. The identity was developed alongside a new set of corporate values and rolled out across the group’s companies. [1] [2]
Design and History
Proton Group’s previous logo featured an umbrella, which the company said symbolised the group’s breadth of activities, competences and people, and the protection these provide each other. In developing a new identity, the company wanted to preserve what Proton has stood for since it was founded in 1947: being a positive force and making a difference. This led to the decision to let a strong, clear plus sign set the tone for the new logo. [2]
The rebranding was implemented for the group in 2024, with most of the group’s brands reworked as part of the new brand strategy. [1] The new identity was presented and rolled out internally and externally in June 2024. [2]
Meaning and Symbolism
The plus sign in the new logo is based on the company name, which originates from a proton, a positively charged particle. The symbol links to the positive charge in Proton and is intended to feel modern and symbolise technology, the cutting edge and an exciting character. The logo’s plus sign is also an arrow, which the company says symbolises the energy and hope for the future that exists in the group’s companies and employees. [2]
The new identity was developed in parallel with a new set of four corporate values: Proactive, Team Spirit, Challenge and Collaboration. These values, summarised in the acronym PLUS, symbolise the core of Proton and serve as guiding principles for behaviours within the group. [3]
Typography and Design
The previous strong red colour of Proton’s identity was replaced with a more monochrome basic palette with a blue base, intended to create unity and harmony. Accent colours in orange and yellow were added to bring warmth and energy. The company described the new palette as timeless and classic, with accent colours that add a sense of calm, softness and clarity. [2] [3]
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