When an investment firm talks about growth, knowledge, and business development, a heavy black square with a massive inscription already sounds too harsh. Edastra had reached exactly that point. The company needed a different image, one with a more subtle tone and a closer connection to its work. The Swedish firm, founded by entrepreneur Robert Aldin, focuses on corporate development, knowledge sharing, and long-term growth. A new style was needed to better convey the brand’s essence.
The project for Edastra was developed by the Stockholm-based studio Gärde Design. It is based on the concept of Lux Mentis, or the light of reason. Its meaning stems from viewing knowledge as a living process in which ideas are debated, tested, and further developed. The Upplyst podcast plays a major role in the new system. For the company, it has become a platform for conversations about knowledge, entrepreneurship, and thinking. It also shaped the overall tone of the entire identity.
The previous logo was set against a heavy black square with large white lettering reading “EDASTRA” at the bottom. The top area remained empty, and the entire design looked rigid and lifeless. The new logo departs from this scheme. The square disappears, the composition stretches into a line, a separate symbol appears on the left, and the company name stands on the right. The symbol consists of six diverging rays with slightly flared ends, evoking the first spark of thought and the rhythm of growth. Next to it is the word EDASTRA, set in a thin-serif font. After the dense sans-serif of the previous logo, this presentation looks lighter and more mature.
The project’s creators drew inspiration from the logic of information platforms like Wikipedia and the austere business style of Berkshire Hathaway. This led to a rejection of unnecessary ornamentation and a shift toward substance. The GD Serio and GD Gaio typefaces support the brand’s analytical and editorial structure, helping establish a hierarchy across publications, presentations, and the website. As a result, Edastra has adopted an image in which the investment business is presented through clarity of thought, discipline of form, and respect for knowledge as the primary resource for growth.