Salling department stores were established respectively in 1906 in Aarhus (by Ferdinand Salling) and in Aalborg in 1964 (by his son Herman Salling). The existing visual identity is old and characterized by budding. There is no design manual. Due to extensive rebuilding the two Salling Stores will appear as new as of 2012. In this context, it would be natural to launch a new more coherent visual identity.
Salling would like to put more focus on inspiration sales, but that requires a more inspiring visual experience of the business - from graphics on the walls to navigation signs, wrapping paper, bags and hang tags. Salling want the new visual identity to be 'unfolded' as a graphic system across the business.