Proton proudly presents a renewed brand through a new brand strategy and graphic identity. The new identity reflects the core of Proton while linking to the group’s new values and future ambitions.
“We needed to develop our position and identity to clarify where we come from while giving even more power and direction to those of us who work at Proton and the ambitions we have for the future,” says Emma Ohliw, Marketing and Communications Manager at Proton Group.
At the same time as the Group decided on a new brand strategy, work began on developing a completely new set of values for the entire Group. This extensive project has involved all businesses and companies within Proton Group, with the aim of building a set of values and behaviours that drive the company forward.
Four concrete values
Four new, concrete values were identified and developed by all of Proton’s leaders: Proactive, Team Spirit, Challenge and Collaboration. These values, symbolise the core of Proton and serve as guiding principles for behaviours within the Group.
“We believe that the new values are part of the recipe for achieving our vision and goals,” says Mari Lundqvist, HR Manager at Proton Group.
A strong link to the vision
Proton has developed a new set of values and launched a new brand identity because the Group has set ambitious goals to meet future needs and challenges in a rapidly changing world.
“We strongly believe that strategic and operational work fails without the right attitude and behaviours within the organisation. By living the values and letting them permeate our operations, Proton strives to build a culture characterised by powerful growth, where both our customers and employees grow. Our new brand identity makes it clearer what Proton stands for,” says David Gustafsson, CEO of Proton Group.
A new brand identity – A positive force
The previous red colour has been replaced with a basic monochrome palette with a blue base to create unity and harmony, while accent colours in orange and yellow add warmth and energy. Proton’s new logo, a strong and distinct plus, symbolises the positive force within the company and its drive to make a difference.
“The identity is also fully in line with the new Proton values and vice versa, which really helps us to achieve the group’s vision,” says Emma Ohliw.
The future of Proton
With the new brand identity, Proton is ready to meet the challenges and opportunities of the future. By living up to the new values and continuing to develop as a positive force, Proton aims to double its turnover every ten years with significantly higher profitability.
“It’s an exciting journey that requires the commitment and co-operation of everyone in the company,” says Emma Ohliw.
In conjunction with the launch of a completely new brand identity, Proton is also launching a new website. Read more about the brand and values work on the website, www.protongroup.com.
