Cultivating brand potential


Sweden unveils new brand identity

Posted by: Jo Briton

Categories: Branding,

Tue, 07 Jan 2014

The Swedish government commissioned Soderhavet to come up with a brand new, integrated identity and this is the result.

The agency's brief was to re-design the country's official website and create a unified system to replace the separate identities of national agencies such as Visit Sweden and Business Sweden.

The new logo combines the Swedish flag and official colours with the local word for Sweden and its name in whatever country it's addressing. The marque uses a custom typeface, “Sweden Sans”, which Söderhavet developed with designer Stefan Hattenbach.

The typeface is inspired by old Scandinavian signage, and design director Jesper Robinell says it provides a distinctive and less expensive alternative to licensing a classic sans. It's already been used in a brochure promoting a Swedish furniture company and one encouraging people to study in Sweden.

As well as the fixed marque, Söderhavet has developed a flexible 'identity toolkit' of accent colours, secondary typefaces and patterns such as geometric shapes based on the compass bearing between Sweden and the country it's communicating with.

The key features of the marque are supposed to be timeless, says Svensson, but accents will be regularly updated to ensure Sweden's branding remains up to date.

I’m not sure about white font on yellow background, but otherwise I like the strong font, the graphics and the colours. What do you think?

Source: Design Taxi and Creative Review