Rebranding an industry standard


Global regulatory technology consultant RegTech had a well-established name that both they and their customers appreciated, but couldn’t keep.

Lynxeye created a new name that lived up to a long list of requirements, and developed a new identity that set them apart from the competition.


RegTech, the successful regulatory technology unit of management consultant BearingPoint, had recently been acquired by private equity firm Nordic Capital, but the well-established brand was not part of the acquisition. RegTech was no longer a business unit but an independent company and needed a new name and visual identity to go with it.

The name and identity should reflect the future vision, mission, and positioning of the new company. At the same time, they needed to retain as much awareness and equity from the existing RegTech brand heritage. They also needed to find a name and identity that would help the new company stand out from the competition.


Lynxeye created the name Regnology – a name that retains familiarity from the existing brand, but is strong and original enough to stand on its own. An all-encompassing name development process covering legal, linguistic, and communicable aspects ensured that the new name would perform smoothly online and offline, locally and internationally, now and tomorrow.

Building on heritage and values like stability, authority and innovation, Lynxeye designed a symbol inspired by pixel perfect precision, and a comprehensive visual identity including a customized version of Lab Grotesque, a font developed together with Letters from Sweden. The identity is leading the shift towards Regnology’s new position.

—If you are a Jeep or a Google – synonymous to the category itself, just like RegTech, you need to work hard to keep the brand ownership. Otherwise the competitors can start to dilute the enormous advantage. Carl Johan Näs, Creative Director Lynxeye


To meet the challenging time requirements, Lynxeye tailored a quick-paced project with parallel work streams for naming and visual identity development. By carefully planning continuous touchpoints, these two usually consecutive streams, were kept in synch throughout the project.

  • New name
  • Visual identity
  • Implementation support


Want to know more? Talk to us about our work for Regnology or what we can do for your business.

Get in touch