BioVet Identity

BioVet is Sweden's leading veterinary pathology service provider, with a market share of close to 90 percent. They needed to revamp their brand to match their leading position. Also, it needed to convey both the company's high standard of professionalism, and thoroughness, and the «soft» side of the business – the welfare of people's pets.

The company's orange brand colour, the main BioVet signifier since 1982, was retained but was combined with bright, friendly images, a strict but humanist logotype and a modern corporate font.

Special attention was given to design the artefacts surrounding BioVet's services, for example to help customers send samples for analyse in a way that ensures more accurate results. Request forms and information material were reviewed and clarified, and simpler customer service tasks, such as ordering new request forms, was moved to on-line self-service.

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