Most people have an affinity for Clas Ohlson and the intention is that everyone should feel at home with the identity and store concept. And above all, it should be easy to search and choose in the stores. To visualize their new brand strategy Clas Ohlson was in need of an updated identity. We have simplified, modernized and clarified the logotype and the other parts of the identity. It is meant to work efficiently in all types of media, print, digital and physical. Clas Ohlson was a practical man and so are the co-workers of today. They are used to fixing most things themselves. The journey towards a completed new identity has just started and they will grow into the ”new suit” step by step. A graphic manual is currently under progress.