Product icon principles

Our products and services are the heroes of Visma. And each product and service from Visma deserves the best possible icon to both give a hint of what to expect from the service, but also to be a visual representation that collects all the ambitions, engagement and hard work put into each product. 



The product icon serves as the main visual cue and identity element for each individual product, as a subset of the Visma master brand. It consists of a unique set of functionalities and features and coexist with the Visma logo in a smart and confident way.

We use the product icon to teach our customers that they are not only customers of Visma but also using a particular product from Visma. That gives benefits in a support situation but also for cross-selling and other valuable purposes. 

The product icons is also there for usability purposes. To help people and customers to find a particular product amongst others. 

The product icons are here to guide and engage.

Our product icons are being created with the following
aesthetical and functional principles:

How to use the product icon

The product icon is not a replacement for the Visma logo. We have only one logo in Visma, and our logo always trumps the product icon in any touch point. For example, always use only the Visma logo if there is not enough visual space for using both a product icon and the Visma logo.


The visual size of the Visma logo and product icon should always be approximately the same. The product icon is usually placed in closer proximity to the actual content. This enhances the visual cue and storytelling of that given product. The Visma logo acts as a sign off for the quality and values that Visma represent, and will in most cases be placed in the right corner of a composition. While the product icon is a nice element, we should remember that there is a lot of elements that is more important in our communication. Copy, photos and illustrations will always have more impact towards reaching our target groups.

Product icon variations

These are the different variations of product icon setups that we can use. By having three different options we have enough flexibility to fit any type of format. The product icons can be downloaded here.

Use Open Sans as typeface with light font-weight for Visma and regular font-weight for the product name. If you have any questions or need assistance feel free to ask in Unity.

Variation 1
Variation 2
Variation 3

Guidelines for product icons

  • Product icons should never replace the Visma logo. Use both or only the Visma logo.

  • The sizing of a product icon and the Visma logo should be approximately the same in any given composition.

  • Never alter or create your own product icon. Corporate Marketing & Communication department will assist you with this.

  • The product icon and Visma logo should never be appear as one entity.  


Banner ads
Avoid using the product icon on smaller formats with a lot of elements. The Visma logo should always be prioritized above product icons.

Roll ups
The logo should always stay approximately the same size as the Visma logo. 

Mobile App Icons

Establish one platform to communicate Visma on mobile devices - with:
  • Using the Visma logo in ‘footer’ area.
  • Using a white base with separator or a coloured base with white footer.
  • Use of Visma colours to manifest brand
  • Translate the product icon to a wireframe interpretation