Visma brand hierarchy

Visma is a fast-growing enterprise consisting of multiple companies. 

To maintain a cohesive brand experience we are working with a brand hierarchy consisting of 4 levels and the supporting guidelines for each. 

This is to ensure the smooth running of our organisation while allowing us to target the needs of specific customers. It maintains the balance between our main brands and sub brands, ensures clarity and synergy between brands, products and services, and allows flexibility for new products and services. 

This will help maximise visibility in competitive marketplace and protects or builds brand equity.

So understanding the guidelines assist us in, within the framework, targeting our companies identity, story and communication so that it is relevant and optimised for any specific market.

 

The 4 levels in the hierarchy:

Visma branded, Visma endorsed, A company in Visma, Non-Visma branded

Below you find a more in-depth explanation.

 

1. Visma Branded


Visma Branded companies are part of the masterbrand structure. Their visual identity and values are directly linked to the Visma Core Identity and the connected guidelines. Thereby benefiting from and helping strengthen the Visma brand equity.

Visma Branded is also benefiting from access to the Visma Design Language and marketing resource library.

See live examples: 

Visma eAccounting
Visma Business
Visma Advantage

 

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2. Visma Endorsed

 

Visma Endorsed– is characterised by marketing synergy between the product or division, and the Visma parent.

The endorsed level is here to cater for acquired brands that has a strong position in their market.  Endorsed brands are, on top level, connected to the Visma parent brand through logo and the Visma font, while below keeping its previous design language. This will strengthen their brands position, connected to the Visma parent brand, while at the same time staying recognisable within their current market.

Key requirement is that the brand has inhouse knowledge and resources to maintain and develop their design language.

See live examples:

Visma admincontrol
Visma e-conomic

Endorsed Logo example

Before

After

3. A company in Visma


A company in Visma is used as a “light” introduction of the Visma brand to the market of a company. The company will be using its existing profile/design guide and the Visma brand is introduced as a signature with “a company in Visma” logo

These companies should not use either the Visma logo, Visma design elements, Visma images or Visma templates etc. before they are fully integrated into Visma.

See live examples:
Proløn

 

4. Non-Visma branded


Non-Visma Branded. In a few cases, it has been decided not to promote the Visma brand at all.

The purpose is to build unique brands that target a specific customer base providing an alternative to other Visma offerings.

See live examples:
Tripletex