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BTS Announces Brand Relaunch, Debuts New Logo and Visual Identity

Wednesday, September 16, 2015 | Category :
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STAMFORD, CT. – September 16, 2015

Click for Chinese and Korean translations of this press release.

BTS, a leading global professional services firm headquartered in Stockholm, Sweden, today announced the launch of its new brand, symbolized by the introduction of a new logo and visual identity that signifies its growth and focus on the people side of strategy execution.

“The launch of our new brand kicks off a new era at BTS that speaks to who we are as a company and is a direct reflection of the value we deliver to our clients – dynamic, multi-dimensional, modern and bold,” said Henrik Ekelund, president and CEO. “We are proud that our brand will now illustrate how far BTS has come in its 30-year history. We’ve evolved from a small business simulation company in Sweden to a global firm serving a wide range of our clients’ strategy execution and talent development needs.”

BTS services span the employee lifecycle from assessment centers for talent selection and development to strategy alignment and execution initiatives, and from business acumen, leadership and sales training programs to on-the-job business simulations and application tools.

The new logo maintains the iconic BTS delta, signifying the change and transformation the firm brings to clients, but does so in a modernized, fresh way. The three vibrantly colored discs that make up the triangle represent the three pillars of effective strategy execution – alignment, mindset and capability – and show the dynamic, lively nature of BTS’ work. These discs can be moved around, embodying the flexibility and high degree of customization BTS offers to meet client needs.

This emphasis on the client is the essence of the new BTS tagline “Strategy made personal” and byline “We create powerful experiences that help leaders build the future of their business.” This language demystifies the often complex nature of and abstract concepts behind BTS’ work, breaking them down to a personal level that emphasizes the company’s core beliefs. Says Henrik Ekelund, CEO, “It says a lot about us and what we do and, importantly, it signals to clients what we can do for them.”

Saffron Brand Consultants, a global strategic brand consulting and visual communications firm, served as the agency of record for BTS in the brand development process.

The launch celebrates the culture of innovation built over the company’s 30-year history. For more information on the BTS Brand Launch, visit Blog Announcement or

About BTS

BTS is a global professional services firm headquartered in Stockholm, Sweden, with 450 professionals in 32 offices on six continents. We serve a wide range of strategy execution and talent development needs. We partner with nearly 450 organizations, including 30 of the world’s 100 largest global corporations. Our major clients include: AT&T, Chevron, Coca-Cola, Ericsson, Google, GSK, HP, HSBC, and Unilever.

BTS is a public company on the Nasdaq OMX, trading under the symbol BTS B.

For more information, visit or contact:

Rommin Adl, Executive Vice President, Marketing

P: +1 (203) 391-5223



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