Merit brand identity

Assignment

Dialect Falun and Västerås broke away from the franchise chain and started their own business – Merit. The offering comprises comprehensive business solutions for digital infrastructure: IT, telecommunications, office appliances, etc. On top of that, the provide first class service. They engage with clients in their stores and through their installers who visit clients directly.   

We were tasked with developing the new logotype and brand identity, in cooperation with the agency Cu29 and their brand strategist.

Solution

The encircled star shape evokes an award or a medal, representing merit or outstanding achievement - attributes the company takes pride in. The star-shape is composed of converging arrows, symbolising how Merit brings everything together to work as a cohesive whole. The letters are custom-designed to achieve a less technical and more human approach. The colour palette was chosen to clearly differentiate Merit from both Dialect and other competitors. 

Outcome

Both the Merit management team and employees were exceedingly pleased with the result. Since the brand is prominently displayed on vehicles and installers’ workwear, it was imperative that the installers felt proud to wear and display it – something that was far exceeded in practice.