Studio Najbrt creates a flexible system for Avenga’s global tech merger

When two major tech companies merge, the challenge extends far beyond simply combining logos. For the Prague-based Studio Najbrt, the task of uniting Avenga and Qinshift under a single brand meant creating a visual system for 7,000 employees across multiple continents – one that needed to feel both established and distinct in a sector drowning in identical blue-and-green colour schemes. The brief emphasised a delicate balance: appear serious and trustworthy whilst standing apart with fresh, positive visual language. Not a start-up, but an experienced partner with over 30 years of expertise. The target audience – current clients and IT specialists primarily across Europe, with ambitions for the US market – required a system robust enough for global campaigns yet intuitive enough for everyday use in common design tools. Studio Najbrt’s process involved six designers and typographers working simultaneously, each developing their own visions before daily consultations refined the strongest concepts. This democratic approach, honed over the studio’s 30-year existence, generated multiple directions before narrowing to five final proposals. Graphic designer Jonatan Kuna, whose concept was ultimately selected, developed the identity and applications to maintain continuity with the original idea. The defining feature – a distinctive loop threading through the letters ‘a’ and ‘g’ – emerged from an effort to express the dynamic relationship between client and problem solver. “In this relationship, both parties work together to achieve a common goal,” Kuna explains. “At the same time, we wanted to preserve the reference to the name’s origin, which is a combination of the word ‘Avenue’ and the Spanish word ‘Venga,’ a symbol of movement and connection.” The loop's proportions required careful calibration. Multiple rounds determined the precise length of the loop in the ‘g’ and the font thickness, ensuring the result accurately reflected the brand’s character. The team initially considered extending similar modifications to the letters ‘b,’ ‘d,’ ‘p,’ and ‘q,’ but ultimately restricted the treatment to ‘a’ and ‘g’ – the letters appearing in the actual logotype.