Quick Guide
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![ElBits]()
Brand Guide
Here you will find everything you need to know about how ElBits looks, sounds, and why. Whether you are writing an email, preparing a presentation, or ordering printed materials, the answer is here.
This guide is both a compass and a rulebook. The visual identity section sets clear rules: colours, typography, and form language are consistent choices that apply across all surfaces. The strategic platform is different. It describes who ElBits is at its core, how we communicate, and what we stand for. We will not always hit every mark. But this is what we are reaching for.
Who ElBits is
ElBits AS is the grid companies' jointly owned digitalisation initiative, established in 2023. The company's purpose, as stated in its articles of association, is to:
Develop and deliver shared digital services that contribute to the socially rational use of the power system. The company shall have lasting capacity and expertise to develop, operate, and manage the shared digital services that make up the industry's digital infrastructure. The company shall be a driving force and learning arena for the development and adoption of new technology and new ways of working in the industry.
Operationally, ElBits solves problems that cut across:
Across grid companies
Across grid levels
Across the industry and society
The first two dimensions concern what happens internally in the grid industry — making services, data, and processes work together between companies and across regional, distribution, and transmission levels. The third dimension concerns how the industry as a whole meets the outside world: customers who want power and capacity, authorities who need data for their processes, and suppliers who need to build solutions that work across multiple grid companies. Here, ElBits' role is to reduce the cost or friction that the industry's structure would otherwise impose on these stakeholders.
In practice, ElBits develops value-creating services within the industry's core processes — services that span grid levels and grid companies, and that take the national perspective both for the industry and for customers. Through this work, we standardise processes and terminology, and build important national datasets and infrastructure bit by bit.
Target audience
A target audience is the people an organisation exists for, communicates with, and creates value for. Knowing them well is the prerequisite for successful collaboration and for communication that actually lands.
ElBits engages with Norwegian grid companies as a whole, but three distinct personas across the industry require different tones and different arguments.
The Decisionmaker
CEO or grid director. Sits at the top of the organisation and holds overall responsibility. The person we want to have the main dialogue with on strategy, financing and getting permission to move forward on critical decisions.
The IT Director
The person internally responsible for managing the relationship with ElBits, even though we do not build solutions directly for them. We are a new system in an already complex portfolio, and they do not naturally see the business need behind what we do.
The Domain Expert
The senior specialist who knows the policies, processes and regulatory framework inside out. Does not manage the relationship with ElBits directly, but understands where the industry is heading and can become a powerful internal advocate if they believe in what we are building.
The User
The person who works in ElBits' products every day. They do not need to understand the strategic picture to do their job well. But if the product does not work for them, adoption stops regardless of what has been agreed at the top.
Values
Values are the principles that shape the culture we build and the behaviour we show every day. Without them, we may end up pulling in different directions, even with the best intentions.
At ElBits, our values are what we navigate by: together, both as individuals and as an organisation.
Brave
We always take the brave choice — and we support each other to do the same. We value doing the right thing over doing things the right way. Brave means trying your best and coming back tomorrow to try again. We give enough context and transparency so that we can all make the bravest decisions.
Relentless
We are relentless in our commitment to ElBits' shared success — if ElBits succeeds, our grid community succeeds. We constantly evaluate our work against our shared vision. We strive to be proactive. We pivot and pause where needed — and we can explain why. We are relentless against ideas, not people — we need a strong team and trusting partnerships to achieve our goals.
Kind
We are kind to others and to ourselves. We are curious, open, and always act and interpret with positive intent. Kindness is not the same as niceness, nor is it measured by happiness. It is a behaviour which we practise every day because we care about our colleagues, ElBits, and our industry, and we only succeed together.
Brand concept
The brand concept is the unifying idea that anchors ElBits visually, verbally, and strategically. It is the common thread that makes everything, from logo to pitch to product name, feel like it comes from the same place.
«Bit by bit» is the story we are part of and the common thread through everything we are. It describes how we work, who we are, and how we look, all at once.
«Bit by bit»
The way of working
Persistent, incremental, and purposeful. We tackle one challenge at a time and let change happen through use, not through mandate.
The story
A country in pieces, grid companies in silos that need something to bind them together. ElBits continues the electrification story into the digital age.
The visual language
Shapes that tile, connect, and interlock — forming systems that are never finished and always open for one more piece.
Personality
Brand personality is the sum of the human qualities and character traits associated with a brand. Grounded in universal archetypes, it gives us a consistent and emotional position in the market.
The personality concerns three things: how we communicate, how we present ourselves visually, and how we behave as a company. It ensures we always come across as ourselves, no matter who we meet.
The Creator
Innovative, visionary, and generative. The Creator builds something new and meaningful with a clear picture of what it should become. Driven by a desire to create lasting value through effort, patience, and the courage to think differently.
The Sage
Knowledgeable, reflective, and reliable. The Sage shares insight and helps others understand the world better. Driven by a desire for truth and a belief that knowledge is the most powerful tool for change.
ElBits' brand is grounded in two archetypes that complement each other: the Creator as primary and the Sage as secondary. The Creator is the driving force — innovative, visionary, and generative, always with a clear picture of what should be built. The Sage provides weight and authority — knowledgeable, reflective, and reliable, always with a desire to share insight so that others understand the world better.
In ElBits' brand, this comes to life in the tension between the two. The Creator gives us the courage to take positions and drive change in an industry not used to being challenged from within. The Sage gives us the credibility to be heard and ensures we never come across as the hero saving the industry alone, but as the colleague building something greater together with it.
Tone of voice
Tone of voice is our personality in practice. Where personality defines who we are, our voice describes how it sounds when we communicate. The voice and tone are always the same, but content and approach are adapted to who we are speaking with. As with all strategic foundations, this is aspirational — not a description of who we are today, but who we are striving to be.
With our brand personality, we are radical enough to drive change and trusted enough that a conservative industry takes us seriously. We speak with people, not at them. Knowledgeable without being condescending, direct without being harsh.
What we do is radical. We are trying to get a fragmented, monopoly-driven industry to collaborate. This stems from the value Brave, and from the belief that lasting change requires courage. But we are speaking with an industry that has operated in silos and is not used to being challenged from within. We drive change with credibility.
We are owned by the industry and communicate as part of it. This means we use «we» rather than «ElBits», and acknowledge what the industry has built. The warmth stems from the value Kind and from our genuine belief that we only succeed together.
We speak with CEOs without technical backgrounds and with engineers who live in the details. The value Relentless is about being concrete and results-oriented, not abstract. This means we always explain the why, not just the what, and that we are on the same side as the people we speak with.
We work with infrastructure that affects the entire power system and speak with an industry that is not used to being challenged from within. This requires a voice that is taken seriously. Self-importance, however, is not an option. We communicate as people with shared goals.
Direct, not harsh
We say what we mean without hiding behind passive language or cautious qualifications. Directness comes from care, not confrontation. We dare to take a position and hold it, even in an industry that prefers consensus.
Say this
«The industry should build this together.»
Not this
«It may be appropriate to consider shared solutions.»
Concrete, not abstract
Not «value creation» and «solutions», but shorter waiting times for grid connections and better data quality in grid models. We describe what actually happens and which problems are actually solved. Concrete solutions create natural adoption — people choose what works better, not what they are told to use.
Say this
«Tilko reduces processing time for grid connections.»
Not this
«Tilko creates value for grid companies through digital solutions.»
«We», not «ElBits»
The community is always greater than ElBits. We write as part of something, not about ourselves. We are owned by the industry and communicate as part of it, never as an external vendor selling solutions.
Say this
«We are building the infrastructure the industry needs.»
Not this
«ElBits delivers digital solutions to Norwegian grid companies.»
With our brand personality, we always balance between the radical and the safe. Which side we emphasise depends on who we are speaking with.
Tone
Speak as an equal, not as a supplier. Use «we» and «the industry», not «ElBits delivers to you». Acknowledge the complexity without dwelling on it.
Language and examples
Frame everything in terms of costs, downside risks, and strategic consequences — that is what they are measured on. Numbers over product descriptions. Peer examples work: what are other grid companies doing, what happens if the industry does not come together.
Contexts
Strategy discussions, financing decisions, and moments where critical areas need sign-off. Board meetings and senior-level partner meetings. Never product demos. Never technical reviews.
Common mistakes
Too much about products and features. Too little about the big picture and the consequence of staying outside. Starting with ElBits instead of starting with the industry. Ignoring costs and risk — these are the lenses they make decisions through.
Tone
Respectful and predictable. Never surprising. We acknowledge that we are touching their portfolio and that this is demanding. Do not expect them to see the business need on their own — they are not wired to.
Language and examples
Specific about interfaces and responsibility. «We own X, you own Y, the boundary is at Z» is what works. Long-term plans and roadmaps they can use to plan their portfolio.
Contexts
Technical meetings, onboarding of new projects, and when changes to the system landscape occur. Early in the process, not after decisions have been made. When the business case needs to land, bring in a colleague from the domain or leadership who can translate the need into terms that matter to them — ElBits alone rarely moves this persona.
Common mistakes
Informing too late so they are caught off guard. Talking about vision and the big picture — that is not relevant to them. Trying to make the business case without internal support. Treating them as a user instead of an internal stakeholder with their own interests.
Tone
Engage as a peer with genuine domain depth. They can tell immediately if you are bluffing. Show that ElBits understands the field well enough to be trusted, not just the product well enough to sell it.
Language and examples
Industry terminology, policy references, and the bigger picture of what standardisation means for the sector. Peer examples and industry-level consequences land better than product descriptions. Ask questions as often as you make statements.
Contexts
Standards work, strategic meetings at domain manager level, and collaborative workshops on shared frameworks and processes.
Common mistakes
Leading with the product instead of the domain problem. Bypassing them in favour of IT or leadership. Treating their expertise as an obstacle rather than something to build on. Communicating in a way that makes it harder for them to advocate internally — they can only champion what they genuinely understand and believe in.
Tone
Direct, workflow-oriented, and honest. Never oversell. Acknowledge that change is disruptive before claiming it is better. Their day-to-day experience is a signal, not a support ticket.
Language and examples
Specific to their actual tasks. Before/after process descriptions work. Let them try it themselves where possible. Endorsement from their own domain manager carries more weight than anything ElBits says.
Contexts
Onboarding, training, product documentation, and user testing. This is where ElBits builds or loses trust at the ground level.
Common mistakes
Leading with strategy or the big picture. Promising it will be easier without acknowledging it will first be different. Treating their friction as pushback rather than product intelligence.
Visual language
The strategic platform and the brand concept «bit by bit» are reinforced across everything visual in our brand.
The logo, illustrations, visual language, and colour system all stem from the same principle: independent pieces that are alive, have room to grow, reinforce each other, and build something greater than the sum of their parts.
Negative space
We leave negative space deliberately. Room for a new service, a new industry participant, the next bit. A system that always has space for more signals that it is designed to grow. Generous whitespace creates direction, weight, and space for what has not yet been built.
Space around content
Rounded corners
Rounded corners are a deliberate and consistent choice throughout the entire visual system. Soft corners signal that the system is open and inviting, designed to welcome new parts. The corner radius is the same across all elements — from illustrations to icons. Consistency is what makes a system a system.
Corner radius: 18 px
Shapes that connect
Shapes are designed to tile and connect seamlessly — reinforcing the idea of a shared standard. Where elements meet and overlap is where the visual interest lives. Intersections, shared edges, and interlocking modules become a signature motif that echoes how ElBits brings separate companies into alignment. A new service strengthens the existing ones, and a new industry participant makes the whole more valuable.
Modules building on each other
Outline
Outline is used as a visual connector across illustrations and icons, and solves a practical accessibility problem: a clear outline allows light colours to be used on light backgrounds without losing contrast. Outline thickness is a consistent 1.5 px across all illustration levels.
Approved outline colours
The gradient is a visual representation of the fact that nothing in ElBits' system is isolated. One service builds on another, one industry participant connects to another. There is always a transition, never an endpoint. Just as the values Brave, Relentless, and Kind flow into each other and cannot be practised in isolation, the colours do the same. The gradient is used in the logo, as a highlight element, and wherever ElBits' full expression should come to life. It should lift content, not compete with it.
Bit Blue on gradient
Text and outline in Bit Blue is the only approved colour combination on gradient surfaces. Bit Blue provides sufficient contrast on all three gradient variants.
Other colours on gradient
The value colours (Brave Bold, Kind Bold, Relentless Bold) must not be used as text or outline colour on gradient surfaces. The gradient already contains these colours and the combination creates visual noise.
Logo
A logo is the visual symbol that identifies and represents a brand. It is often the first thing people see and the thing they remember, and should be immediately recognisable across all surfaces and formats.
ElBits' logo is organic, dynamic, and alive. It represents the way we work: iterative, reinforcing, and without an endpoint. Every bit we build strengthens the others, and the logo carries the same perspective. A movement that never stops, but always builds something stronger.
Colour palette
The colour palette is a curated collection of colours that defines the brand's visual expression and recognisability. At ElBits, the colour system is built on three primary colours, drawn from the gradient in the logo and linked to our three values.
The colours reflect the structure and depth of everything we build. That is why each colour comes in two expressions: a soft and a bold. Soft is used on background surfaces, bold on headings and smaller elements. Together they give the system depth and flexibility without breaking the whole.
A well-composed surface follows roughly this distribution. Pastels and Capacity dominate as surface carriers. Bit Blue is the foundation for outlines and text. The value colours (Brave, Relentless, Kind) are used as accents — never as large surfaces.
Typography
Typography is the written system that gives a brand voice, readability, and visual character across all surfaces.
At ElBits, we use IBM Plex Sans throughout. One font, but with a wide spectrum of possibilities that make it feel both modular and alive. This gives us room to reflect our brand personality when we use its full potential.
Bit by bit.
We unite the grid industry.
A grid industry that unlocks more.
Shared infrastructure, bit by bit.
ElBits unites the grid industry to build the infrastructure Norway's power grid needs. Shared standards, shared data, and shared digital solutions — bit by bit.
Visual identity · Typography
#1C398E · --bit-blue · 100%
Headings and statements
Primary weight for everything that needs weight and character. Combined with italic to emphasise individual words.
Body text
All running content: body text, labels, tables, explanations. Line height 1.6 for good readability.
Highlights
Used sparingly to lift individual words in body text or elements where weight replaces colour.
We unite the industry,
bit by bit.
ElBits is building the infrastructure Norway's power grid needs.
«A grid industry that unlocks more, together.»
Concrete enough to give direction, big enough to give energy.
Standardising through use
Running text in Regular 400. Uppercase label with letter-spacing gives structure without dominating.
Working as one
Two weights: Medium in heading, Regular in body text. Relentless Bold as outline and accent.
We unite the industry, bit by bit.
Body text with word emphasised in Bold 700, and italic used on an entire sentence as if it is a writing style rather than an accent.
A heading here
A subheading
And body text in Medium
We build bit by bit
ElBits unites the grid industry.
Illustrations and icons
Illustrations and icons are the visual tools that make our communication concrete, recognisable, and alive. Where typography and colours set the mood, it is illustrations and icons that tell the story and make the abstract accessible.
At ElBits, they are organised into two levels with different levels of detail and different areas of use. Both are part of the same visual universe and must always work in harmony with the rest of the visual language.
Use existing assets only
All illustrations and icons must come from the approved asset library. These have been designed, validated, and quality-controlled to fit the visual system. Generating your own — regardless of tool — risks breaking the coherence of the brand. When new assets are needed, go through the design team.
Photography
Photography grounds the brand in physical reality. It is proof that what we work with is real, important, and present throughout Norway. Where the rest of the visual expression is flat and geometric, images add depth and humanity.
At ElBits, we draw images from the physical power grid we are set to manage digitally. Power lines and Norwegian landscape. Infrastructure that connects the country — atmospheric and with generous air. The images mirror the eternal perspective: these structures have stood for decades and will stand for decades more.
Photographer and source
All images from external sources must be credited with photographer and/or source. The credit should be placed visibly alongside the image — in a caption, in a footer, or as an overlay. Use the format: © First Name Last Name / Source.
Licence and rights
All images must have a documented licence that permits commercial use. Images without a clear licence must not be used. Unsure about rights? Use only images from the approved image library.
Use approved images
ElBits has a shared image library with cleared images. This is the first port of call. Images from here are approved for use in all ElBits materials without further licence review.
Use existing photography only
AI-generated photographs risk both brand inconsistency and factual errors — lines that don't connect, components that don't exist, landscapes that aren't Norway. Our credibility depends on images being true. Always use the approved image library.
Templates
All ElBits templates are built into the tools we use every day. Pick them from the New menu in Word and PowerPoint, or from the saved templates in Mailchimp. Colours, type, and layout follow this guide automatically.
Word
A letter template with ElBits header, footer, and styles for headings and body text. Use it for letters, reports, and proposals.
PowerPoint
Slide Master layouts for every type of slide, plus a finished example presentation that shows them in use.
AI guide
ElBits has four dedicated Claude Skills. Each one is trained on the brand and knows how we write, what we stand for, and how we look. Use them instead of general-purpose AI whenever you are producing ElBits material.
The Skills are available in three ways: in the browser at claude.ai, in the Claude desktop app, and as an extension inside Microsoft 365. All three use the same ElBits enterprise account and give you access to the same Skills.
Sign in to Claude with your ElBits account. The four Skills are available in the ElBits workspace. Select the one you need and start your conversation. To call a Skill mid-conversation, type / followed by the Skill name.
Be specific
Tell the Skill what the text is for, who will read it, and what you want it to do.
Revise before using
AI output is a starting point. You know the situation better than the Skill does.
Use the right Skill
Each is built for a specific task. The descriptions below will tell you which one fits.
Help us improve
If a result feels off, flag it. Your feedback is what makes the Skills better over time.