AARS GENERATIONS

LEO BURNETT, Oslo / AARS / 2016

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Overview

Credits

Overview

CampaignDescription

In the same way that Aars is in the middle of founder Harald A. Møllers name, the Aars company is the centre of all of the Møller familys ventures.

Treerings are the result of a trees growth, with one ring marking a year or a period in a trees lifecycle. The outer ring is the newest and the inner is the oldest. Aars is a business of generations, from Harald Aars Møller to todays forth generation. The logo is to be interpreted in the same way; history, growth and future.

Execution

The logo itself consists of treerings that "grows" from the centre A. The inner A will in most cases be gold, and the other A's white/black. Treerings where also used as a decor element on different stationary, totebags and webpages. It was important for us to make a visual identity that, inspite of symbolizing history, appeared contemporary and assertive.

Outcome

The design and logo now represent the core identity of the new born company and has contributed to re-gathering the fourth generation children around their proud history and origin and prepared them for the successful future to come.

Strategy

To strengthen the family bonds and clearly state to the fourth generation what kind of assets and values they will be responsible for, they established a new company around their family venture. This company was named after their grand grand father Harald A. Møller. It was a well kept secret, even within the family, that Harald´s middle name was Aars. Through workshops and discussions among the fourth generation children they agreed that Aars was a nice way to continue the heritage from Harald. 

We wanted to create an concept design and a logo that drew inspirations from the fact that the family business has reached fourth generation. It was important that the design symbolized the strong origin and the strength being developed through the previous generations.

Synopsis

The Møller group is a family owned company involved in business spending from automotives, investment, finance, property and art. The group is now lead by the third generation Møller. 

Since Harald Aars Møller started his own car dealership in 1936 the core values, Honest and trustworthy – Proactive – Clear – Open-minded and caring, have played a central role. As the fourth generation children now starting to grow up the family company needed to take action in order to maintain the strong connected family and the values inherited from their forefather, Harald. History showes that many family businesses loose their roots to their origin and face the danger of conflicts and intrigues in the turnover from third to fourth generation. 

We were given the task to bring the new company name to life, through a brand history, design, logo & visual elements.

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