Elisa Oyj is a Finnish telecommunications, ICT and online service company. Its current visual identity dates from a major rebrand launched on 15 October 2014, when the company introduced a new brand strategy and a fresh logo, unifying all its products and services under the single Elisa brand, including the former Saunalahti, Appelsiini and Videra brands.[1]
Design and History
The 2014 rebrand replaced the previous flat, white-and-blue logotype with a new, colourful and three-dimensional identity.[2] The new logo was described in Finnish media as handwritten or cursive in style, a notable departure from the earlier typeset wordmark.[3][4] The change was part of a broader effort to consolidate the brand and communicate the breadth of the company’s offerings in a clear, understandable way.[1]
The new identity was developed by the Swedish branding agency Grow, which was tasked with showing that the company is innovative and multidimensional.[2][5]
Meaning and Symbolism
According to Elisa’s official brand book, blue and white are at the heart of the brand. Blue is described as globally known as a colour of trust, and the combination of blue and white together communicates Elisa’s Finnish roots.[6] The brand book identifies blue as the primary colour of Elisa’s identity, stating that “Brand Blue is deeply rooted in our company and has a long history.”[6]
Typography and Design
Elisa’s official brand book specifies that the blue logo and the white logo are the primary versions of the mark. The blue logo is used on white or light backgrounds, while the white logo is used on Brand Blue and darker backgrounds. A black version is reserved mainly for restricted office documents that need to be printed in black and white.[7]
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