Hugvit í nánu samstarfi skapar betri lausnir.
Verkhönnun had deep engineering expertise, a strong reputation for personal service and a long history, but the brand did not express those strengths as clearly or distinctively as it could. The task was to turn existing strengths into a sharper position and a more contemporary identity — without losing the credibility, flexibility and human approach the company was already known for.
Results · 12 months post-launch
Two years later, the brand had strengthened across key measures.
+5 pt
Overall score
+8 pt
Image & perception
+6 pt
Social responsibility
+19 pt
Loyalty
01 · The challenge
Deep expertise, but not a distinctive enough brand.
Verkhönnun had a strong professional foundation and was recognised for experience, reliability and service. Yet the brand was less distinctive than those operational strengths suggested. The challenge was to clarify what made Verkhönnun different from larger engineering consultancies and make its personal, flexible way of working more visible and memorable in the market.
Distinctiveness
44 /100
One of the clearest weaknesses in the 2023 Brandr Index.
Experienced
79 /100
Strong professional credibility was already in place.
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02 · Research
We found the strength in collaboration.
The process combined internal review, market analysis and external research. Employee interviews, competitive analysis, a staff workshop, tailored quantitative research and stakeholder interviews were used to understand the company from the inside and the market from the outside.
Insight one
Closeness was a stronger differentiator than scale.
Verkhönnun’s personal service, accessibility and direct collaboration stood out against larger competitors. The opportunity was to make that closeness a deliberate strength rather than an informal characteristic.
Insight two
Flexibility had real value.
The ability to adapt to projects and clients was repeatedly identified as a strength. Framed correctly, flexibility could signal responsiveness and sound judgement rather than inconsistency.
Insight three
Professionalism needed a more visible expression.
The company already had expertise and credibility, but the brand did not communicate the same level of clarity, modernity and confidence. A sharper system could close that gap.
Testimonial
From engineering consultancy to ingenuity through close collaboration.
The strategy made the way Verkhönnun works the centre of the brand. „Hugvit í nánu samstarfi skapar betri lausnir“ connects deep expertise with a human approach and positions the company around solutions created through close collaboration.
The brand promise became „Verkhönnun veitir lausnamiðaða og persónulega verkfræðiráðgjöf með áherslu á fagmennsku og sveigjanleika“, supported by the principles Eftirsóknarverð, Sveigjanleg and Persónuleg.
The brand promise became „Verkhönnun veitir lausnamiðaða og persónulega verkfræðiráðgjöf með áherslu á fagmennsku og sveigjanleika“, supported by the principles Eftirsóknarverð, Sveigjanleg and Persónuleg.
04 · Identity system
An established core, expressed with greater clarity.
The new identity evolves an existing brand rather than discarding it. The updated VH mark references the company’s initials, its engineering discipline and forward-looking solutions, while the green and dark-blue palette creates a clearer, more contemporary visual presence.
General Sans, a structured photography style, patterns and icons extend the system across applications while keeping the expression professional, human and flexible.
General Sans, a structured photography style, patterns and icons extend the system across applications while keeping the expression professional, human and flexible.
Design principles
The mark and its triangular geometry provide the foundation for the wider system. Green and dark blue are the primary colours, supported by a clear typographic hierarchy and photography focused on people, collaboration and real projects. The identity should feel professional and precise without becoming distant or corporate.
06 · Results
Two years later, the brand had strengthened across key measures.
Brandr Index shows a stronger overall position from 2023 to 2025. Image and perception, social responsibility, recommendation, trust and loyalty all moved in a positive direction. Distinctiveness, however, remains almost unchanged and is still the clearest area for continued work.
Overall score - 62 → 67 +5 pt
Image & perception - 60 → 68 +8 pt
Social responsibility - 64 → 70 +6 pt
Loyalty - 0 → 19 +19 pt
Trust - -11 → -4 +7 pt
Recommendation - -16 → -7 +9 pt
Distinctiveness - 44 → 45
Brandr Index 2025
67
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