Visual identity for VELUX Commercial
In 2017, the VELUX Group set the ambition to create a commercial division under the VELUX Brand offering daylight and fresh air for the commercial market. Up until then, VELUX had been a one brand company, with a market leader position in the residential market.
In 2018, IDna Group was asked to develop the visual Identity for the first division ever under the VELUX corporate brand; VELUX Commercial. The new division would naturally build on the strengths of the well-known VELUX brand, yet the division’s visual identity needed to create clear differentiation from the remaining residential business as it would approach a different market segment.
The VELUX Commercial logo and visual identity has been developed within the existing colour palette of the VELUX corporate identity. The new logo emphasises that this is a division under the VELUX brand by using the VELUX logo as the foundation.
The launch of the VELUX Commercial visual identity was one step on the way of steadily shaping and building a robust business in the commercial market.
The launch of the VELUX Commercial visual identity was one step on the way of steadily shaping and building a robust business in the commercial market.
Cover photo credit: Adam Mørk (Provided by VELUX).
The colour palette of the visual identity prioritises the anthracite grey as a primary colour and by adding new shades of blue referring to the skylight solutions, the new visual identity expresses the contrast between light and shadow exactly as the effect of the skylight solutions do. By using the VELUX typography, the close link to the VELUX Brand is further enhanced.
The use of images ranges from technical drawings to the overall solutions. A direct relation to the products is created by using technical drawings as a key visual so is a range of natural and almost abstract light and shadow images, used to describe the environment created by the solutions that VELUX Commercial bring to the market.
