Challenge – The Council for the Promotion of Sweden (Ministry for Foreign Affairs, Visit Sweden, Business Sweden, and the Swedish Institute) contacted Söderhavet with a request to create a brand identity for the nation of Sweden. The challenge they had was to find a unifying expression (nation brand) when communication Sweden abroad, and at the same time clearly represent each individual institution when communicating. Creating an identity for a nation requires design that reflects the country as a whole, and at the same time works in an intercultural and political context.
Approach – 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 as keywords, using durability as a driving force. We asked ourselves, what symbol universally represents Sweden in order to raise awareness across countries and cultures. As flags are possibly the wides understood visual system representing nations, it became the focal point when creating the brand identity. Alongside that, we explored possibilities for a structured brand hierarchy and sender system.
Solution – The combination of yellow and blue, sprung from the flag, are widely recognizable and became the primary colors of the identity. A custom typeface was drawn in order to create a unified visual expression working across all organizations and touchpoints. Sweden Sans was originally made in Latin, then translated to more than fifty languages in order to deliver a versatile word mark communicating Sweden in local languages. To that, we added a sender system clarifying the Sweden brand, specific projects, and subbrands, as well as organizations and third party companies.
Typeface: Sweden Sans
Weight: Light, Regular, Bold & Arabic