---
title: Case - Ports Group - Brand Identity
description: Development of a new brand identity and an updated visual identity that are valued by knowledgeable employees
image: https://www.expressogroup.com/hubfs/Brand%20identity.jpg
---

# Development of a new, common identity valued by customers and employees

## Case in brief:

CHALLENGE: Develop a new identity for the brand that is valued by both customers and employees  
SOLUTION: New brand identity and updated visual identity

![Portsgroup_logo-box-small](https://www.expressogroup.com/hubfs/Portsgroup_logo-box-small.png)

**

*“With Expresso's clear methodology and extensive experience in developing brand identities, it was very easy to find our way to understanding who Ports Group is. This was an important step in the company's development – to understand how our brand behaves"*

![Emil Björnum](https://www.expressogroup.com/hubfs/Emil%20Bj%C3%B6rnum.jpg)

Emil Björnum

Marketing Manager | Ports Group AB

## Challenge

- A brand identity that had grown organically for many years
- Coordination of initiatives to harmonize and further develop the brand's identity

## Expresso's solution

A clear methodology based on brand positioning to define Ports Group's brand identity. This analysis formed the basis for a new, updated visual identity with digital channels in focus.

 

## Expresso's delivery

**

#### Brand identity

 Clear definition of the Ports Group's identity based on archetypes linked to the brand's positioning, relocation and customer promises

**

#### Updated visual identity

 Expresso delivered updated logos, colors, models, icons, graphic elements, fonts, buttons and visual examples

## Background

During the summer of 2020, Ports Group, together with Expresso, repositioned the company's brand. As part of the activation of the new positioning, it was decided to also update the brand's identity and graphic profile.

## About Ports Group

Founded: 1994  
HQ: Gothenburg  
Geographical presence: Nordics, but with many global clients  
Sales 2020: SEK 130 million  
Core business: Holistic partners for brand security – legal, digital and technical  
Owner: Priveq (since 2015)

[ Visit Ports Group's website ](https://portsgroup.com/)

![portsgroup-logo-box](https://www.expressogroup.com/hubfs/portsgroup-logo-box.png)

## Team Expresso &Friends

This project was delivered by Expresso in collaboration with & Friends:

[

#### Karin W Nordén

Customer manager, responsible for methods and analysis

](https://www.expressogroup.com/sv/sv/karinwallstromnorden?hsLang=en)

[

#### Louise Jansson

Art Director and graphic designer, responsible for updating the visual identity

](https://louisejansson.se/)

[

#### Expresso's core values

All Expresso deliveries are made based on our core values

](https://www.expressogroup.com/sv/hur-vi-g%C3%B6r-det?hsLang=en)

## When was the last time you reviewed your brand's visual identity?

 

A strong visual identity makes visible the feelings and values ​​that a brand must express, thereby symbolizing the position your business wants in the market. A strong visual identity creates the conditions for recognition, success and profitability

[ Get in touch and we'll show you how! ](https://www.expressogroup.com/sv/kontakta-oss?hsLang=en)