connects us

The purpose of our brand is to connect, add value and to make a difference. That is what we use our design language for - making that mark and having a language that makes us memorable. To stand apart from the competition. To engage. And, reflect our personality.

design language

Our Design language

One Language, in all conversations.

A language is all about identity and culture. The language unifies us and gives us an identity as a group. A strong language defines us and tells others who we are and what values we have. With a language we can create meaning and purpose.

This creates a strong bond and value related to everything we do. And regardless of what we create, it is based on the language and tone-of-voice we call Visma Unified Design.

Our design principles

In Visma we have a set of principles to guide us when we design, independently of making marketing web page or building a tool. These principles are meant to help us align, reduce arguments and guide us in our decision making process. The outcome of using them in our daily work should be clear priorities and focus on what matters.



We put people first

Knowing our customers and end-users ensures that we solve the right problems, say the right things, plan for the unexpected and thereby create value.


We are co-creatives

Collaborating with our customers, stakeholders and colleagues empowers us to expand our perspective and create meaningful solutions throughout the customer journey.


We are consistent, not uniform

We use a sophisticated design language and the same design patterns when possible, as it helps people get familiar with our products, communication and brand. We adapt to context and continuously evolve as user needs change.

Visma Unified Design

It is what we say and how we say it that makes all the difference.

So what is our new appearance? In short:

We are bold. Literally. We use our fonts bold and confidently.

Visma is more than one colour. With our previous design system, emphasis has been put on Visma being blue, or at least having blue as a colour throughout our communication and supporting our appearance. That is no more. We are now developing a colour universe that will set a stronger tone, looking more dynamic and making it easier to differentiate our different products and product lines. Below is a small extract of our new colour universe showcasing something we call warm foundation colours (see all the colours we have here right now - LINK):


Real people doing real things in real locations, is at the core of our photography principles. We are hard at work moving away from stock photos. That might sound more simple than what it actually is. It requires a lot of thorough planning and professional execution, to make imagery not feel staged but rather something our customers can relate to and recognize themselves in. But rest assured - we know how to do it and this autumn there are +200 images produced in Finland, the Benelux, and Norway. Next year we will expand with images from even more of our local markets. The images below are from the recent photoshoot in the Norwegian local market.



How do we shape technology? In every way imaginable! So we will start illustrating our view on technology in a more imaginative way. That is why we have created a concept where we will start using dynamic shapes that reflect the nature of how technology evolves. In a bold combination with strong and dynamic use of colors. This is also a very effective way of calling for attention in conversations with our customers in different contexts. There will come a separate post about how we go from a static V-shape (that was used in Nordic Cool) to the ever-changing dynamic shapes of future technologies.


Our voice

More and more interactions become less dependent on the visual part of things. Our message comes across in many different contexts and often our customers rely solely on what we say. Then it is crucial that our tone is easy to understand and pleasant.

If we use our tone-of-voice the right way it makes us more human, but at the same time helps us cut through. We know a customer’s first impression is established long before we can ever establish face-to-face communication. So, what we say in text and how we say it makes all the difference. Using our voice with the right tone builds authority and helps the customer focus on the right things. When we master our tone the customer will better understand our story and why we are different from others.


The tone & voice of Visma

Pleasant, but never bland
To the point, but never harsh
Smart, but not know-it-all
Playful, but not funny