Sweden
Design which reflects the heart and soul of a country is essential when branding an entire nation. We approached this challenge with simplicity and accuracy, using sustainability as a driving force.
A cohesive, strategic yet practical brand identity program was created for the Council for the Promotion of Sweden (Ministry for Foreign Affairs, Visit Sweden, Business Sweden and the Swedish Institute). This is a brand identity that needs to unify the organizations as well as clearly represent each individual institution when communicating Sweden abroad.
Nation branding is a challenge, it requires a design which reflects the physical place as well as the trade, industry, culture, people and their values. To put it short: it should convey the country’s soul.
For this, simplicity, clarity and extraordinary longevity are absolute requirements. We created an identity which can be used separately by one organization or when communicating together, of course regardless of channel.
Maybe expected – yet unexpected – the Swedish flag, in its original proportions used since the 17th century, was chosen as symbol for Sweden’s logotype. Combined with the wordmark ‘Sweden’ (in the signature typeface Sweden Sans) written in the local language of the target recipients, it creates a versatile and completely responsive logotype.
Primary colors are the original yellow and blue from the Swedish flag. The initial accent colors are based on the coloration of Carl Linnaeus’ Systema Naturae (Linnaean taxonomy and his ideas for hierarchal classification of the natural world).
The choice of typeface is important when building a strong visual identity. This applies equally when branding a nation. Sweden Sans is part of the ‘Global brand Sweden’ and especially designed for the country at the request of the Swedish government. It is the nation’s official typeface and is used when communicating on behalf of Sweden. Old road signs, monospaced fonts, classic sans serifs and Scandinavian design influenced and inspired us in the creation of Sweden Sans.
Its simplicity combined with unique details makes the typeface usable and versatile. It can be used stand-alone or combined with other typefaces. Sweden Sans comes in four different weights and works equally well in all channels.
The choice of typeface is important for every brand when building a strong identity. Sweden Sans is exclusively made (by Stefan Hattenbach and Söderhavet) for Sweden and is the country’s official typeface. It is used in communication regarding Sweden and its brand. The aim was to create something unique, simple and versatile, which could be used digital and analogue, stand-alone or combined with other typefaces. Old road signs, monospaced fonts, classic sans serifs and Scandinavian design influenced and inspired us in the creation of Sweden Sans.
Sweden’s own typeface has generated a lot of attention in both Sweden and worldwide.
The Swedish global brand identity has been featured in lots of press and design contests worldwide.
To name a few: SVT, Di, Aftonbladet, SR, SvD, Kultura (Russia), Folha de Sao Paulo (Brazil), Lagom Magazine, Behance, Creative Pro, FastCoDesign, Architectural Digest, NPR, Visuelle, The Guardian, Slate, Aesse Visual Journal, Creative Review, D&AD, FastCompany, Innovation By Design Awards, Webby Awards and more.
To name a few: SVT, Di, Aftonbladet, SR, SvD, Kultura (Russia), Folha de Sao Paulo (Brazil), Lagom Magazine, Behance, Creative Pro, FastCoDesign, Architectural Digest, NPR, Visuelle, The Guardian, Slate, Aesse Visual Journal, Creative Review, D&AD, FastCompany, Innovation By Design Awards, Webby Awards and more.
sweden.se, the official platform for information about Sweden, is one of the largest digital projects we have been involved in. The number of visitors have increased by 25% and Facebook visitors 480% since the implementation.
Other digital projects in direct connection that we have been working on over the years are: Sweden identity tool, Official Anglemaker, Image Bank Sweden, Migration Sweden.
A lot of projects, initiatives and co-operations are using the Sweden brand identity, here is an example from the project Sharewear. A collaborative collection in the spirit of sharing, a part of the Democreativity initiative, that aims to inspire a sustainable way to be fashionable. Prime is the agency behind the campaign.
