Identity

Microsoft Business Solutions Identity

Introducing a sub brand

How do you unify a wide variety of national and international business divisions under one brand? Microsoft turned to Larsen to create a new identity for Microsoft Business Solutions —the result of a merger between Great Plains software and Navision. In just 27 days, Larsen created an identity for this sub brand, exploring over 50 identity options and collaborating closely with the Microsoft team. Microsoft chose an identity that highlighted the Microsoft master brand, while clearly identifying the Business Solutions sub brand. A unique angled arrangement of oblique type kept the focus on the master brand. To ensure consistent application of the new identity, Larsen also created online identity guidelines.