Rebranding That Didn’t Start with a Logo. But with the Question “Who Are We Today?”
BR Group has undergone a significant transformation of its visual identity, reflecting its natural growth and the evolution of the entire group. The rebranding was not merely a logo change, but a strategic step rooted in the company’s internal transformation and its future direction.
The process of creating the new identity was preceded by a deeper reflection on the brand itself—its values, structure, and long-term ambitions. This approach ensured that the visual output would not be just aesthetic, but meaningful and firmly connected to the company’s real development.
The goal was to unify communication across the group and eliminate the visual fragmentation of its individual companies. The new identity therefore introduces a simpler, clearer, and more consistent visual style that strengthens the perception of BR Group as a strong and interconnected whole.
A dominant feature of the new logo is the distinctive hyphen between the letters B and R, symbolizing connection, continuity, and the group’s ongoing development.
At the same time, the new identity helps communicate the company’s values more effectively—not only externally, but also within the organization.
You can read the full rebranding story in the online version of Patriot magazine at the link below:
The new visual identity of BR Group was designed by the renowned graphic and design studio Kantors Creative Club.
