Alvaro d’ApollonioBrand design / Creative direction
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Lyca Group

Client
Lyca Group
Year
2017
Role
Brand designer
Scope
Brand identity / Digital / Environment
View on Behance
Lyca Group rebrand statement announcing the beginning of a new era in blue, yellow and pale cyan typography.

A shared identity built from connectivity and human connection.

Bringing a multinational family of businesses into one clearer, more human visual system.

Lyca Group operated across telecommunications, entertainment, travel, healthcare, media, technology, financial services, freight, marketing, and hospitality. The rebrand needed to make that scale feel coherent without losing the accessibility and connection at the centre of the organisation.

The opportunity

The existing identity named the group but did not yet give its many businesses a strong shared visual language. The work reframed the system around three qualities already present in the organisation: trust, accessibility, and connectivity.

The earlier Lyca Group wordmark in green and blue on white.
The starting point: an identity with recognition, but limited range as a wider group system.
Lyca Group opportunity statement describing its multinational portfolio, audience, values, and workforce.
The brief began with the relationship between a broad portfolio and a common set of values.

Connection made human

The new symbol brings together two simple ideas: the radiating lines of connectivity and the familiar shape of a heart. Their overlap creates a mark that can represent infrastructure and human exchange in the same gesture.

Starting concept showing connectivity arcs beside a heart as the two ingredients of the Lyca Group symbol.
Geometric construction drawing showing how circles, arcs, and a diamond form the Lyca Group heart and connectivity symbol.
A geometric construction gives the combined idea a repeatable form.
Lyca Group symbol moving between its heart and connectivity forms.
Final Lyca Group heart and connectivity symbol with the Lyca Group wordmark on a faceted blue background.

A practical visual language

The identity expands through a high-contrast palette, a broad typographic family, rounded line frames, and faceted image fields. Blue provides continuity and authority; yellow adds pace and visibility; pale cyan carries the connective line through quieter applications.

Lyca Group typography system using the Qanelas Soft family across twenty weights.
Qanelas Soft gives the system enough range for large campaign statements and dense information.
Lyca Group primary and secondary colour palettes moving through deep blue, cyan, white, and yellow.

From group to experience

The system was tested where consistency becomes operational: correspondence, campaign material, retail environments, and the digital estate. The same components move between formal group communications and more direct consumer-facing messages.

Lyca Group letterhead and envelopes using blue, cream, and the redesigned identity.
Lyca retail interior using the blue and yellow identity, campaign statements, symbol, and branded service counter.
Retail turns the identity into a navigable environment rather than an applied logo.
Two Lyca Group campaign posters using portrait photography, curved graphic fields, and direct messaging.

One system across screens

The digital applications use the same colour blocks, line frames, icon language, typography, and image treatment. That continuity lets the group website, mobile layouts, and social presence feel related even when their content and interaction patterns differ.

Lyca Group website shown on desktop and laptop screens with news, company information, awards, and timeline modules.
Four mobile website layouts demonstrating Lyca Group campaign, location, media, and information modules.
Lyca Group Facebook page shown on desktop and mobile with the shared campaign image treatment.

The result is a common visual foundation with enough range to support a large organisation: recognisable at the level of the mark, but most useful in the repeated details that connect one experience to the next.

A longer life than a launch

Designed in 2017, this identity continued to represent Lyca Group across its global businesses for years after the initial rebrand. Its life was not limited to a presentation or a campaign: the mark, colour system, and language of connection became part of the group’s working visual identity.

In 2021, Lyca Mobile announced a new identity and began rolling it out across Lyca Group companies and international touchpoints. The later system is its own design, but the lineage is visible: the heart remains a shorthand for connection, and the blue-led visual language continues to carry the group’s sense of scale and belonging. That continuity is a meaningful measure of the earlier work’s legacy. A good identity does not need to remain unchanged to remain present; its ideas can survive by becoming the foundation for what follows.