The Employers’ Association Spekter is the former Employers’ Association NAVO, the third largest employers’ organisation in Norway. The association has around 185 corporate members with approximately 165,000 employees.

The decision to change the association’s name and visual identity was prompted, among other things, by the fact that many of its members had been acquired, merged and restructured. The name was no longer relevant, and it was easily confused with NAV – the newly established social welfare agency. There was also a strong desire to be more visible and to take a clearer position in the public arena.

The jury's verdict:

Norwegian employers’ associations are generally associated with a conservative, somewhat staid expression, and almost all of them have names that are acronyms. The new name and visual identity clearly distinguish Spekter from its competitors. The solution is surprising and clearly reflects Spekter’s values. The basic idea uses transparent surfaces and shapes, with different converging colours that create new constellations. In this industry, this approach is ground-breaking. Furthermore, it focuses on Spekter’s expertise and willingness to think innovatively.

The logo is well thought through, with symbols that are included in the logo font. The comprehensive range of colours used underscores the breadth of the organisation and gives life to the graphical expression. All in all, Spekter is presented as a modern, vibrant and fearless organisation with a desire to be noticed since it has an important contribution to make.

Company: Arbeidsgiverforeningen Spekter

Design: Uniform AS

Award / year: Award for Design Excellence - 2008

Category: Visual communication