AVS graphic profile
Download logos and familiarize yourself with our graphic profile
AVS graphic profile
The function of the AVS graphic profile is to communicate a professional, consistent, relevant and recognizable image of our company. Having a distinctive visual identity is important from a competitive point of view. At the same time, the identity is strengthened by being associated with similar activities. Thus, the optimal brand should be as unique as possible while still maintaining the link to its field.
Our industry is generic, with a number of players offering broadly similar services and skills. Our customers' choices are fundamentally based on price and perceived quality. Perceived quality is based partly on personal experience and partly on what others say, and this is where communication can make a difference.
For logos in other formats as well as designs and graphic elements, please contact
Our core values
Uncomplicated
AVS should be easy to do business with. This should be reflected in the way we communicate with our customers and the way we present ourselves visually. We will, as far as possible, avoid cumbersome procedures, and at every step try to simplify for our customers.
Seriously
We mean what we say, and we are always honest. We take our work and our customers' needs seriously, without being rigid or boring.
Affordability
Being affordable means adapting solutions to your needs and budget. We don't aim to deliver the cheapest solution, and we don't profile ourselves as a low-cost company.
Keywords for visual & verbal communication
Our services and communication should be perceived as accessible, inspiring, modern, functional and high-tech. A lot can be interpreted in the words; the descriptions and examples are indicative. The words can be used as a checklist when creating communication.
Accessible
Interaction with AVS should be clear, simple and predictable. We use clear, straightforward language and avoid English or industry-specific terms. We are inclusive, not exclusive.
Inspiring
We seek to inform and educate our customers about exciting solutions and upcoming technologies.
Modern
We live in the present and look to the future! We use our solid history mainly to strengthen communication on financial stability.
Functional
We focus on solving problems in the smartest way. The most important thing is that solutions are actually used by the target group - that's when the customer experiences the benefit.
High-tech
We should associate ourselves with the most modern solutions and innovative thinking.
Name and slogan
AVS began its journey as AV Syd back in 1896. We have been active in the industry for a long time and have a long history. Since the start, the company has grown, broadened its operations and today has customers throughout Sweden. That's why AV Syd changed its name to AVS in 2019.
AVS - our name
AVS is not just an abbreviation of AV Syd. AV stands, as before, for Audio-visual but the meaning is extended by the additional S, which in addition to referring to Syd, can also be linked to many other words such as system, solutions or smart.
(Our full company name is AVS i Sverige AB, and is only used in administrative contexts such as invoicing).
Smart audio & video - our slogan
The meaning of smart includes skillful, sharp, clever, elegant and intelligent. The word is also frequently used in technical contexts - smartphone; smart appliances; smart houses etc - referring to some kind of built-in logic or intelligence.
Our solutions are well thought out, fit for purpose and resonate in context. We strive for the best solution for performance, price and lifetime. That's smart, we think.
Our logo
The core of our visual identity is our logo. It consists of three components: symbol, logo and slogan. Our logo is available in vertical and horizontal versions and can be used with or without a slogan. There are also inverted versions.
The logo must always be used in its entirety, i.e. with both symbol and logo, and must not be distorted or altered. Variants without the slogan should mainly be used when the logo is reproduced in small sizes.
Symbol
Our symbol, the AVS cube, depicts two transparent cubes and represents a space within a space, or a room within a room, which is what we create with our products and installations. However, the cube is an abstract symbol and can be interpreted in many different ways. The feeling it is meant to convey is inspirational, high-tech and modern.
The cube is made up of equilateral triangles, reflecting the letters A and V, audio and video, which are repeated in the symbol in several dimensions. They are also the geometric basis for how computers work to render three-dimensional environments. The triangles are also the basis for AVS patterns and elements.
The AVS cube can be animated in different ways, adding another dimension.
Logo
The logo is the text with which AVS is represented in our logo. It is soft and humanistic, while being precise, sharp and conveying the feeling of accessibility and functionality.
In addition to being differentiated and distinctive, the logo design aims to reflect the way people interact with machines today: through pressure-sensitive screens, which in many cases have replaced buttons. The writing style should give the impression of handwritten text on a computer screen.
Visual perception, cognition and logos
Our brain collects and interprets visual information in a predictable way. When it comes to logos, cognition can be divided into three stages: shape, color, content. Understanding this order can be helpful when working on our graphic identity.
Shape: The brain interprets shapes and outlines first. They are the most basic to the brain and therefore the most basic recognition decisions are made at this stage.
Color: The next step in complexity is color. Color can be seen as the most emotionally charged element of an identity and can be effectively used to create associations and differentiation.
Content: Interpreting signs and the meaning of words is a complex task for the brain and comes deep into the cognition process.
Patterns and graphic elements
Our graphic profile consists of several visual instruments. In addition to colors and typography, our logo, and in particular the symbol, as well as our pattern and elements are important elements. The basic shape of these is the equilateral triangle inspired by the letters A and V. Our symbol, and in turn the pattern and elements, are all made up of equilateral triangles.
Pattern
The AVS pattern is based on our symbol and is created as a so-called rapport which, like most wallpapers, allows the pattern to be repeated vertically and horizontally. As the pattern is solid and flat, it should primarily be used on three-dimensional artifacts (such as cars, packaging, etc.). Note that the pattern can be scaled as needed and should be adapted in an outline to the logo in both size and placement if any.
The pattern is available in CMYK color space only.
Graphic element
Our graphic element is made up of a repetition of our symbol, overlapping and in different sizes. By combining several elements of different sizes, you can create an object that gives the impression of depth and dynamism. The element is mainly intended for use in two-dimensional productions, such as on screen or in print.
The element is available only in CMYK color space.
How to use the element
The element should relate to the logo symbol in both placement and size. The different elements should also be aligned with each other according to the line grid that automatically occurs (see image). When building up, the connected element should either be doubled or halved in size.
NOTE!
When the elements are used in a design, they should be strongly toned down so that they do not compete with the message and logo.
Colors
ORANGE
PMS 137 UP
CMYK 0 46 100 0
RGB 255 167 0
#FFA700
TURKOS
PMS 231 UP
CMYK 100 3 34 12
RGB 0 146 157
#00929D
GRAFIT
PMS 7545 UP
CMYK 56 30 17 52
RGB 81 98 111
#51626F
Typography
An important part of a visual identity is typography, the typefaces used in visual communication. Typefaces help to create a rhythm when read, a sense of business positioning and contribute to recognition.
Avenir Next
The typeface we use in the visual identity is Avenir Next, designed by renowned typographers Adrian Frutiger and Akria Kobayashi. It is a modern typeface that works well in both analog and digital media, has high legibility and a humanistic expression.
The Avenir Next typeface family includes a variety of weights. The variants we primarily use are Avenir Next Regular and Avenir Next Demi.
Office + administrative applications
In Office applications, if Avenir Next is not available, we use the Segoe UI font instead. It is a standard font in Windows and has some similar characteristics with Avenir Next.
NOTE!
Avenir Next should always be used first if it is available. Segoe UI and Avenir should never be used together in the same production.