Aspira Urval is a banking, finance and insurance recruitment specialist with offices in the Swedish city of Stockholm. Its new brand identity, designed by BVD, draws its inspiration from the name and the themes of ‘elevated ambitions’ and ‘reaching new heights’. These are visualised as a generously spaced, uppercase, sans-serif logotype with an adaptive ascender that changes depending on its context. It is a simple abstract nod to growth that draws a proprietary quality from a fairly neutral set of characters and extends across print and digital experience. A single font choice, Sophia Pro, a variety of good quality, dyed and uncoated boards, a black block foil and blind deboss print finish, each chosen to reflect care and quality of service, introduce a tactile, visual and communicative breadth to the logotype and balance a corporate familiarity and consistency with a sense of individuality.