Identity for a company-internal initiative.
Based on the programme's three cornerstones, a simple and flexible visual system was generated. The three rhombus shapes each represent one of the programme's cornerstones and come together to form a hexagon, resembling an isometric cube. Zooming in, this model becomes an abstract shape with a dynamic, forward-moving expression, where single planes can be used as a container for images.
The TAKING LEAD_ wordmark can be followed by any of the three actions and is in itself an invitation to move forward and find one's own way to enable the company to take lead.