SBA changes company name – DELFI Business

According to the report, changes made in consultation with global brand developers further strengthen the integrity of the group’s value, highlight the direction of global markets, innovation, and emphasize strategic shift towards the person as the main axis of activity.

Orientation to people and innovation

The transformation of the SBA will be embodied in the new mission of the entire group “Invent every day, for the better”, which encodes commitment, as well as a call for innovation to create a healthier and friendlier world. The word “concern” will be removed as a result of the change in the official name of the SBA.

“We are changing the official name to SBA Group and will use SBA Group in global markets. We are making changes as we enter a new phase of maturity, during which we will focus all our energy on international development. We are also fundamentally updating the identity of others. Business.

Our goal: a group, a culture. It makes sense thanks to the Invent Everyday philosophy, which is to start each work day thinking about what I can improve, inventing to make the world healthier, smarter and friendlier. Together, we are changing our business ideology from “business to business” priority to “person to person” axis. We do this not only to better understand our end customer, but also to offer ideas and solutions that positively change people’s lives, ”says SBA President Arūnas Martinkevičius.

The evolution of SBA’s branding and visual identity has been organized in recent years in collaboration with one of the world’s most famous branding and marketing developers, LANDOR & FITCH. Its client list includes Apple, Barclays, BP, Microsoft, Nike, Procter & Gamble, Huawei, Kellogg’s, Kraft Heinz, Lego, and other global companies.

New names and visual identity

As part of the changes, the SBA logo has been updated with the aforementioned French division of the global company: the well-recognizable SBA symbol has been raised and visually enhanced. The old logo font has also been changed to a more modern one.

“We have updated the group’s logo to give it lightness and softness, creating an impression of human closeness and reflecting a shift in the group’s identity. A well-known and strong sign raised forward accentuates the valuable cartridge. We have left the recognizable colors of the logo while maintaining the responsible innovation coding. In the branding of our other businesses, the colors, graphics and verbalism have been changed, ”said Nerijus Kalinauskas, Director of Strategic Marketing at the SBA.

According to him, the refinement and construction of the brand architecture of other SBA companies was based on three basic principles. First, the goal was to strengthen the links between individual companies and the group, leading to a unifying brand and the SBA inscription in the names. Second, the part of the name that follows will reflect the essence of the business and the area of ​​human life for which the product or service is being developed. Third, the name must be recognizable and understandable in foreign markets.

In accordance with these principles, SBA baldų kompanija, which runs furniture manufacturing companies, is renamed SBA Home. The new name will reflect the essence of the company’s activities: to better understand the needs of the end user and to offer innovative ideas and solutions for sustainable and human-friendly homes. The names of the furniture companies managed by SBA Home will not change, but by maintaining links with the group, their logos will be unified graphically and in color and will have a link to SBA Home. The active green color chosen for business direction will emphasize dynamics, sustainability and person-to-person direction.

Real estate development company Urban Inventors changes its name to SBA Urban, referring to creating better urban spaces for people. An active grapefruit red color was chosen to reflect the dynamic and innovation-driven ideas developed by the company.

SBA Modular, a multi-story modular business line that aims to make a breakthrough in Europe in developing healthy and environmentally friendly buildings, will not change its name as it meets the above criteria. The stylistics of this line of business will be dominated by positive shades of yellow.

In the textile sector, the UBA-owned Utenos Trikotažas group does not change its name, but an additional trademark of SBA Apparel is registered, which will be used to describe the direction of textile activities in the context of the group. The essence of the direction is the responsible and sustainable production of clothing, better well-being of people. The stylistics of the Utenos Trikotažas and Šatrija group companies will be dominated by teal turquoise, emphasizing lightness, the balance between sustainability and responsibility for a positive customer experience.

The SBA has already started the procedures for registering new names and trademarks, and they will eventually be changed in the coming months. In early March, the SBA Group announced that it had embarked on an ambitious development phase, with plans to invest $ 300 million over three years. Eur and create 800 new jobs.