Olov Lindgren is a family-owned real estate company with deep roots in Stockholm. Founded in the 1930s, the company has grown with the city for nearly a century – building, managing, and preserving homes and environments for generations of tenants. As the company looks to the future, there was a need to update its visual identity: to reflect its legacy while speaking clearly to a new era of residents, collaborators, and city life.
Our approach was not to reinvent, but to refine. In a time when authenticity carries more weight than polish, we focused on bringing forward what has always defined Olov Lindgren – longevity, quality, and social responsibility – in a way that feels contemporary and relevant. It wasn’t about changing what’s familiar, but about giving it new clarity and expression.
The updated identity draws from the architectural and cultural ideals of the time when the company was founded. The logo – previously featuring the company’s Brutalist headquarters – now shows a house with clearer ties to 1930s and ’40s Stockholm. Through a softer illustration style, with hand-drawn details and textured lines, we aimed to bring in a sense of craftsmanship, warmth, and human presence.
The color palette is anchored in Olov Lindgren’s signature blue – a long-standing brand color – now subtly adjusted for a more vivid and modern tone. It’s balanced with natural, earthy shades like brick red, sage green, and chalk white, as well as a bright sky blue to add light and energy.
Typography plays a key role in bridging heritage and modernity. The geometric sans serif Futura, widely used in Stockholm’s public signage since the 1940s, brings clarity, simplicity, and timelessness. It’s paired with Playfair Display – a contemporary serif inspired by classic typefaces – that adds a sense of elegance and gravitas across both print and digital formats.
The result is a visual identity rooted in the past but designed for the future – one that reflects Olov Lindgren’s enduring role in the fabric of the city, while also opening the door to a new generation of Stockholmers.
