# Schibsted new logo (2019)

> Schibsted launched a new logo in Sep 2019, designed by Bold Scandinavia. New logo.

## Key facts

- Brand: Schibsted
- Launched: Sep 2019
- Studio: Bold Scandinavia
- What changed: New logo.
- Why: Schibsted said it wanted a modern look and to move from a hidden brand to a more visible, unifying family brand.
- Industry: Media
- Logos: https://rebrandlog.com/logos/schibsted-2019/before.svg (before), https://rebrandlog.com/logos/schibsted-2019/after.svg (after)

## The rebrand, explained

Schibsted had just split off its international classifieds business into Adevinta, and Kampanje's Dag Robert Jerijervi reported that the company had wanted a new look for some time but waited until it was re-established under chief executive Kristin Skogen Lund. On 11 September 2019 it launched the result. Signs at the VG building in Oslo and a cube on the roof of its Stockholm office were swapped overnight.

The company's announcement listed the changes. The new logotype is a wordmark, the full Schibsted name, to make the company easier to recognise, with Media Group dropped to embrace all its business areas. The capital S becomes a symbol on its own, there is a new colour palette that can be discreet or conspicuous, and the pattern inside the S is a brand element in itself. Kampanje reported that the old blue survived in the palette and that project lead Ann Axelsson said the old logo, made of several parts, had been hard to use.

The concept came from the Stockholm agency Bold, credited both in the release and by Kampanje. Bold founder Oskar Lübeck said the company is its parts, its product brands, which led to The unifying force: the dots or pixels in the S flow together to show cooperation as one of Schibsted's greatest opportunities. Strategically, the release said, Schibsted was moving from a hidden brand to a more visible, unifying family brand, supporting a common Schibsted login.

Kampanje also put a number on it: about six million kroner, including consultants and implementation. Design commentator Geir Arne Skomsøy told the magazine the old symbol was outdated, evoking a rotary press rooted in the printing past, and praised the simplified typographic solution with its S of two half circles meeting in a pixelated union.

He is right that the old mark looked like a printing company, and dropping Media Group is honest about a business that is more than newspapers. The pixel S is a decent, ownable detail. But the unifying force is a strategy slide, not an idea a reader of its newspapers will ever notice, and a family brand only works if the family members agree to wear it. At six million kroner, at least the experiment was cheap.

In short: Media Group dropped, pixels added.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_schibsted_by_bold.php
- https://schibsted.com/news/schibsteds-new-identity-launched-today/

## Cite this

Rebrand Log, "Schibsted new logo (2019)", https://rebrandlog.com/rebrand/schibsted-2019/, last updated 2026-10-21.