Scandic Hotels is the largest hotel chain in the Nordics, with operations in Sweden, Norway, Finland, and Denmark – as well as a presence in Germany and Poland. When Scandic approached us, we were given the exciting opportunity to refresh and evolve their visual identity. Our mission was to breathe new life into their established look while expanding the brand toolbox with modern, versatile assets.

25AH created a new color palette, typographic guidelines, a style for illustrations and pictograms, and an updated visual communication platform. The typefaces were already defined and well integrated into Scandic’s brand identity, but their usage, along with the red color that was also part of the identity, needed to be more consistent and carry greater visual impact.

Red has long been Scandic’s signature color and remains a strong brand carrier. However, the supporting color palette needed refinement to better enhance the overall brand experience. Two new identity-driven accent colors – “Burgundy” and “Pale Peach” – were introduced to complement the red, creating a broader and more flexible expression for the brand’s communication.