Todays visual identity lacks focus on the role of advisor and counselling. The visual identity, along with the brand photos, colours and so on, underpins mainly focus on the supervisory role, and appears heavy, strict and outdated. Arbeidstilsynet wanted to revise and modernise their current identity according to their vision, as well as providing a much stronger signal that Arbeidstilsynet has an important guiding role, in addition to supervising. They also wanted to keep existing elements from their old identity like the lion in the logo, which is a strong and recognisable element that few can take ownership to.
The task was to create a new visual identity, which in addition to preserving a strong supervisory role, had focused on re-establishing itself as an agency that will ensure good workplaces and working conditions, and guide workplaces to maintain legislation.