Challenge – The world is facing one of its largest challenges so far – climate change. Sweden has committed to a long-term goal of reducing carbon pollution. The Swedish Energy Agency, through the initiative A Challenge from Sweden, promotes challenge driven innovation to accelerate the shift towards a zero carbon growth economy. A Challenge from Sweden needed to create its own brand and design system in relation to the nation brand of Sweden, and clarify its mission to their stakeholders.
Approach – The objective was to create a coherent brand experience through a strong brand identity and design system, offering a large room of flexibility for different thematic initiatives as well as touchpoints. We defined a visual expression, based on the brand identity for brand Sweden, that would convey A Challenge from Sweden’s DNA and manage a multiple-player initiative.
Solution – The core elements in the identity (typeface, colours, grid, logostructure/sender system) derive from the brand Sweden identity, whilst we added secondary colors, tone of motion and a pattern to evoke a progressive and dynamic perception. The main subject is energy, both as a resource and a force that is driving change. The brand identity creates a systematic scheme for A Challenge from Sweden and it’s different thematic initiatives.
Typeface: Sweden Sans
Weight: Regular & Bold