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Austmine 2023

Future is now: Stockholm Precision Tools’ New Corporate Identity (SPT)

SPT Stockholm Precision Tools Stand: 400

I. Why: The reason behind 

The history of the Stockholm Precision Tools dates back to 1996 when it was founded in Stockholm, Sweden. From its inception, SPT established itself as a leading manufacturer of borehole survey solutions. Over the years, it has expanded its operations to serve the mining, oil and gas, civil engineering, and geotechnical industries, solidifying its position as a trusted provider of top-quality high precision technology. With a commitment to innovation and excellence, the company has been at the forefront of the industry, offering reliable and cutting-edge technology.

SPT is undergoing a renewal of its corporate identity to reflect significant structural changes and to prioritize Environmental, Social, and Governance (ESG) issues. This refresh will also align with a new set of values, mission, and vision, positioning the company to take on bigger and exciting new challenges. By embracing these changes, SPT is poised to continue its leadership in the industry, offering sustainable and responsible solutions to you, the customers.


II. Some background for context 

The world is changing. Some shifts, such as the energy transition, have created numerous opportunities for growth in response to industry transitions and emerging global trends.

Throughout its 27-year history, SPT has been focused on researching, developing, and manufacturing directional survey solutions. Starting in the oil and gas sector, SPT has expanded its expertise to become a major player in the mining industry by adapting high-standard technology from the oil sector to the needs of the mining industry.

This versatility was reflected in its logo for decades, which featured a petroleum tower as a symbol of its oil and gas roots.

The colors of SPT have traditionally been bold and striking, with a strong contrast of red, white to symbolize absence, and black to emphasize important elements.

They are keeping these.


III. The Redesign 

In light of the recent changes and its future goals, SPT recognizes the need to update its presentation to better reflect its technological, innovative, and modern approach.

This updated image will communicate the company’s newfound commitments to social and environmental governance and reflect its renewed technological vision.

Furthermore, it will highlight the benefits and advantages of being a company with Scandinavian roots.

This new corporate identity embodies and communicates these values, making SPT’s vision feel more attainable and inspiring. The updated logo stylizes the company name “Stockholm Precision Tools” and brings it to life.

The new symbol consists of four core elements that pay homage to the company’s original identity while preserving its history and reputation.

The inclusion of theOld Tjikko, a ten-thousand-year-old tree known for its longevity, symbolizes environmentalism and serves as the vertical element in the symbol, drawing inspiration from nature.

This element symbolizes the strength and longevity of the company offerings, including tools and technological advancements.


The second component of the new identity is the icy mountains of Sweden, representing the need for steadfastness, consistency, and unwavering commitment to attain SPT goals and bring the vision to fruition.

Despite being a multinational company with a diverse workforce, they must not forget their Swedish heritage, symbolized by the mountains.


The symbol of precision is represented by the perpendicular intersection of two lines at a point, reflecting the ongoing pursuit to achieve the highest level of accuracy in everything SPT does. Precision is at the core of their operations.


Lastly, the arrow pointing north ties together all the previous elements and gives them a new significance. The arrow symbolizes the direction SPT aims to take and represents growth, embodying the aspirations for progress.


In an effort to maintain ties with their past and pay homage to SPT’s original identity, they chose to retain the colors that provide contrast and brand recognition. At the same time, they opted for a new, straightforward typography that is easy to read.

The new identity reflects simplicity and the minimalist approach of Scandinavian design. This is more than just a cosmetic change; it represents a rejuvenation of the company and the start of a new chapter, ripe with opportunities for success and the fulfillment of their vision.


IV. The importance of transformation

The changes to the corporate identity will have a far-reaching impact on global operations, not simply due to the new visual design, but because it serves as a powerful declaration of the company’s commitment to transformation and embracing change as a daily part of their activities.

To mark the official launch of the new identity, SPT will be hosting two events. The first will be a digital release on March 2 where the corporate website and several digital channels including LinkedIn, Youtube, Twitter, and Facebook will be refreshed.

Then an in-person event at the Prospectors & Developers Association of Canada Convention (PDAC) in Ontario, Canada on March 5.


V. The benefits of a refreshed Corporate Identity 

With a clear mission and vision, the company can focus its efforts and resources towards fulfilling its goals and providing its customers with high-quality products and services. SPT strives to clarify their purpose and direction.

By presenting a consistent and recognizable brand image, you will be able to easily identify and remember the company, leading to increased brand awareness. This also helps SPT to stand out from the competition and differentiate itself in the market.

The new identity aims to communicate SPT’s commitment to quality and excellence, inspire confidence, trust and improve employee engagement and motivation.

By presenting a clear and inspiring company culture, employees will feel more engaged in their work, leading to increased productivity, job satisfaction and happier lives. Finally, to build strong and cohesive company culture.

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