Scandinavian Business Seating

"The new name and a common visual identity are important with respect to developing the internal culture of the company, which now has 600 employees. At the same time the new name and the new profile provide us with a platform for future growth. Our goal is to become the leading specialist in office chairs in Europe," says Scandinavian Business Seating's CEO, Lars I. Røiri. Internal cultural process The new profile was developed by external graphic designers and our own staff. The company got all of its employees involved before the profile project started, both through an internal values and culture process and in a competition to find the company's new name. Scandinavian identity "The new visual profile was inspired by attributes such as Scandinavian, innovative, competent and enthusiastic. These are also the values we want the world to associate with us," says Svein Erik Husby, Vice President for Brand Management in Scandinavian Business Seating. The new profile communicates the company's Scandinavian roots and values. It does this by using clear, dynamic colours, a modern design language and people oriented images, which support the company's vision of making the world a better place to sit. Scandinavian Business Seating's logo consists of its name and a symbol that has associations with the company's business area, seating solutions. The logo is still blue, which reflects the invigorating Scandinavian air, while the rest of the colour palette consists of green, which reflects its focus on the environment, and red, which signals enthusiasm and innovation. Leader in seating solutions Scandinavian Business Seating was established in 2007 and owns the HÅG, RH and RBM brands. In 2007, the company achieved sales of approx. NOK 1,300 million and is solidly profitable. The company's business concept is to develop good seating solutions for working people, and it is a market leader in office chairs in Scandinavia. Scandinavian Business Seating is owned by the Swedish private equity company Ratos (www.ratos.se), which is listed on the Stockholm Stock Exchange.