Schibsted is a Norwegian media company whose visual identity has undergone two significant updates in recent years: a full rebrand in 2019 and a digital-first refinement in 2023. The current identity centers on a wordmark logotype featuring a distinctive capital “S” that doubles as the company’s standalone symbol.
Design and History
In September 2019, Schibsted launched a completely new visual identity developed with the brand and design agency Bold. The new logotype was a wordmark consisting of the full Schibsted name, replacing an earlier version that had included “Media Group” as part of the company name. The change was intended to make it easier to recognize who the sender was, and the capital “S” in the logotype was also introduced as a standalone symbol. The 2019 identity also included a new color palette and a brand pattern. [1] [2]
In February 2023, Schibsted launched an updated version of its identity, created together with the Norwegian design agency Bakken & Bæck. The update was driven by the increasing need to build Schibsted as an attractive and trusted brand in digital contexts. According to Schibsted, the “S” in the logotype and the S symbol “remain very similar but have been reworked to better meet digital standards (updates for small sizes in digital products).” The 2023 update also introduced a new bespoke typeface, Schibsted Grotesk, new brighter colors, and an inspirational gradient background. [3]
Meaning and Symbolism
The pattern integrated within the first letter “S” symbolizes the unifying force of Schibsted, bringing brands and people together. [4] The concept of “The Unifying Force” was articulated by Oskar Lübeck, founder and chief creative officer at Bold, during the 2019 rebrand. Lübeck explained that during the work with Schibsted it became apparent that the company is all of its constituent parts, the various product brands, and that if all worked together it would create even more value. The pattern in the logotype expresses a movement that intertwines, underlining that cooperation is one of Schibsted’s greatest opportunities. [1] [2]
Typography and Design
Schibsted’s logotype is based on a friendly and geometric sans-serif font. [5] In 2023, the company introduced Schibsted Grotesk, its own bespoke typeface, as part of the digital-first identity update. The font is based on Schibsted’s newspaper heritage with a digital-first twist, and its design includes a playful nod to the dots in the Schibsted “S.” [6] The typeface was designed by Henrik Kongsvoll at Bakken & Bæck as the custom typeface for Schibsted in 2022, and was released under the SIL Open Font License in March 2023. [7]
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