Adevinta

Brand Architecture Brand Experience Brand Narrative Brand Strategy Digital Branding Internal Branding Naming Tone and Style Verbal Identity Visual Identity

Creating perfect matches

Schibsted Media Group is a Norwegian multinational that operates numerous digital marketplaces in Europe, America and Africa. Their brands are leaders in their various local markets, and their sites receive an average of 1.5 billion visits every month. In 2019, it decided to create a new company that would group all its brands together and take it public.

Following a selection process involving various leading international branding companies, Schibsted chose Summa to develop a global creation and activation project for their new brand.

An identity that looks to the future

Based on the defined strategic platform, we implemented a naming process which resulted in the creation of Adevinta, a name that evokes the idea of new beginnings, progress and innovation and anticipating that which lies ahead. It is a name that conveys an international dimension, a feeling of approachability and is easy to pronounce in all languages and countries.

The identity is understated and elegant, in line with its function as a corporate brand, not in competition with the commercial brands it represents.

The logo contains an element that relates to the Greek letter Δ(delta), a symbol of continuous change, combining the concepts of progress and constant evolution.

Redefining matchmaking

The brand’s identity is strengthened with a visual language that evokes connection, in reference to locating something – a car, a house, an object or a service – that we are seeking.

By uniting two elements, the identity reflects the magic and excitement associated with forging new or unexpected connections, thereby reinterpreting the meaning of matching with a visually powerful and attractive language.

A visual language tailored to its different audiences

The visual language adapts to the relevant target audiences, evoking a more restrained, corporate universe for executive audiences and another that is more colourful and sophisticated in those variants aimed at other audiences.

All of this is applied to the various media through which the brand communicates and interacts to offer a compact and coherent global brand experience.