Bromma, the global market leader in spreader solutions, has a heritage dating back to 1960. As part of Kalmar Group, the company is recognized worldwide for engineering excellence, reliability, and innovation.
Bromma
Industry Port tech & engineering
Geography Global
Impact A strengthened, growth-ready market leader
Lynxeye helped Bromma redefine its brand strategy and visual identity to reflect its pioneering role in global port technology.
Challenge
Bromma is the global leader in crane spreaders, the essential equipment that lifts containers in ports worldwide. As the inventor of the first telescopic spreader and part of the Kalmar Group, Bromma maintains its market-leading position through long-standing partnerships with major port operators.
Yet as a new generation of engineers and procurement teams entered the industry, Bromma risked appearing outdated. Its brand no longer reflected its technological edge or global scale. To stay relevant and continue attracting top talent and strategic industry partners, Bromma set out to modernize its identity and reaffirm its leadership in a rapidly evolving digital era.
Response
Together with Bromma’s international team, Lynxeye clarified the company’s purpose, articulated four core values, and charted a future-facing brand direction grounded in both ambition and relevance.
Our work combined deep strategic insight with creative exploration. A competitive audit and multiple design directions helped identify the strongest path forward, ultimately shaping a cohesive brand identity and communication framework that positions Bromma for long-term differentiation.
Process
The strategy set a clear direction: the identity needed to feel reliable, modern, and purposeful. Revisiting a 1967 logotype reference, we found those qualities already present in its sturdy, practical letterforms.
Building on that heritage, we designed a new logotype and display typeface with strong, boxy shapes and softened edges, pushing the brand forward while staying true to its roots.
Identity
The renewed identity was rolled out across Bromma’s key touchpoints through close collaboration between teams in Sweden and Singapore. This coordination ensured a smooth and consistent implementation from strategy to final delivery.
—For a company with Bromma’s heritage, branding is about capturing our spirit and future direction. Lynxeye combined strategic thinking with strong visual identity, creating an inspiring yet practical process. The result is a consistent, future-ready brand and a toolbox we can use every day. We were impressed by the clarity, pace, and precision, and how seamlessly Lynxeye translated our legacy into a forward-looking identity the whole company can stand behind.
—Bromma’s new identity is a great example of how a company’s strategy comes to life when it is visually expressed. That’s how branding becomes a competitive advantage; it tells the story about who you are, and who you are becoming. Because what good is a strategy if it’s kept behind closed doors?
—Bromma has led the industry for decades, and their new identity is a bold step that once again puts them ahead of the competition. As they continue to drive product innovation, the identity now gives them the design foundation to match that ambition.
The digital design system translated the new identity into a clear, functional interface for Bromma’s monitoring and diagnostic tools.
Color, typography, and structure work together to surface status, reduce cognitive load, and support faster decision-making in high-pressure environments. The result is a digital experience that strengthens usability while bringing the new Bromma identity into everyday operations.
Impact
The rollout established a shared direction across teams and reinforced Bromma’s position within the global container handling industry. With an updated and future-focused identity system, Bromma is now structured to engage upcoming generations of engineers and customers and to continue advancing port technology.
