A branded company or product is in the core family of Visma. Branded companies and products should comply with the Visma design language Nordic Cool and the design system, governing a cohesive customer journey while also allowing diversifying within the Visma design language.
The design system depicts how to use classic design components to orchestrate the identity and story related to each product and service. Design components that empower identity and story are flexible, while design components that create the backdrop to each story are stricter and more critical to follow. In this way, we establish cohesiveness in our design and ensure that our brand is easily recognisable.
In contrast to our branded products, the endorsed uses its already well-established design language. And as the design system illustrates, one only has to comply with using the endorsed logo together with Vismas brand font - PF Beau Sans.
This way, a lot of the personality of the endorsed brand is preserved, both for the benefit of internal brand loyalty but also the familiarity for the customers. This has been proven as a great way to maintain brand equity. In new markets, this becomes a particularly powerful approach to enter the market.
A company in Visma
We have developed a separate logo, "A company in Visma", to introduce the Visma brand to the market of a company and keep the recognition in that company's market. This logo should be used during the rebranding process when the existing profile/design guide of a company applies.
To be consistent in our marketing communication, companies should not use either the Visma logo, Visma design elements, Visma images or Visma templates etc. before they are fully integrated into Visma.
There are some rare situations where we benefit from not branding a product as Visma. For example, in Norway and to some degree in Sweden, some customers actively choose not to buy a solution from Visma. Because we have such a strong market position in these markets, some customers tend to prefer a smaller provider and choose not to support the 'biggest player'.