Digital effects

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We’re particularly proud of the brand identity program we’ve created for Sweden. The reason for the success and widespread media attention? Simplicity, precision, long life – and the fact that we simply love place branding!

The Ministry for Foreign affairs, VisitSweden, Business Sweden, the Swedish Institute and their partners all experienced a lack of consistency when communicating and building the brand for Sweden internationally. Our mission was to create a coherent strategic and hands-on identity program for the global brand of Sweden.

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 shortly: it should convey the message of 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 organisation or when communicating together, of course regardless of channel. The building blocks are shown below and can be found as a whole here: sweden.identitytool.com.


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 colours are the original yellow and blue from the Swedish flag. The initial accent colours are based on the colouration of Carl Linnaeus’ Systema Naturae (Linnaean taxonomy and his ideas for hierarchal classification of the natural world).

Sweden’s own typeface has generated a lot of attention in Sweden and internationally.

Read more about Sweden Sans here: Detailed case Sweden Sans and Sweden Sans is now a dance. In Bukarest.

Sweden is a progressive and innovative country and Söderhavet is digital at heart. We rather show than tell, that’s why we’ve added technology and smartness into the identity. Initial projects include Identity tool, Official Anglemaker, Image Bank Sweden and Migration Sweden.

Official Anglemaker is a digital tool used to put Sweden in relation to other places. The connected places, whether they’re geographical or philosophical, create an angle which produces a responsive and personalised pattern which can be used to reflect the context where the communication takes place. Try it out: Official Anglemaker.

Image Bank Sweden is a free image bank for anyone who wants to market Sweden abroad. The photos are taken by private individuals as well as professional photographers. Search for an image: imagebank.sweden.se.

With data and personal stories, Sweden and Migration tell the story of how the emigration and immigration has helped develop and create Sweden. Beyond prejudice and assumptions. Visit: Sweden and Migration.