Across products and services, categories and industries, we collaborate with our clients to solve their challenges, create meaningful brands and user experiences in the digital, analog and physical space. Here, you can find some of our our clients.

NSU (Council for the Promotion of Sweden) — Strategy / Identity / Digital / Custom type

The face of a nation

Project status
Ongoing

Partners
Fröjd

Year
2014-

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.

Project status
Ongoing

Partners
Fröjd

Year
2014-

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.

Jesper Robinell, Creative Director

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).

Jesper Robinell, Creative Director

Typeface: Sweden Sans
Weight: Light, Regular, Bold & Arabic
Year: 2013
Sö–Type Foundry

Try the typeface: Sweden Sans – the primary typeface in the Sweden brand identity – It is simplicity combined with unique details that makes the typeface practical and versatile. We call it a 'Lagom' typeface.
It comes in 4 weights - Light, Regular, Bold and the Arabic version. Old road signs, monospaced fonts, classic sans serifs and Scandinavian design influenced and inspired us in the design process.

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.

Jesper Robinell, Creative Director

The typeface is in Latin but we have been working with the translation of over +50 languages in the logotypes.

Stefan Hattenbach, Type designer (Freelance)

In making the design principles for the physical applications of brand Sweden, it was important to keep consistency in all applications in the physical space, events and fairs included.

The building blocks can be found in its entirety here: sweden.identitytool.com and the physical brand applications of brand Sweden here.

Petter Eklund, Senior Designer

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.

Caroline Bystedt, COO/Account Director

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.

Caroline Bystedt, COO/Account Director

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.

Mattias Svensson, Design Strategist, Founder

Want to know more? Contact Mattias.
mattias@soderhavet.com or +46 (0)70 666 93 67.

  • Jesper Robinell
    Creative Director

    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.

  • Jesper Robinell
    Creative Director

    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).

  • Jesper Robinell
    Creative Director

    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).

  • Jesper Robinell
    Creative Director

    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.

  • Jesper Robinell
    Creative Director

    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.

  • Jesper Robinell
    Creative Director

    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.

  • Stefan Hattenbach
    Type designer (Freelance)

    The typeface is in Latin but we have been working with the translation of over +50 languages in the logotypes.

  • Petter Eklund
    Senior Designer

    In making the design principles for the physical applications of brand Sweden, it was important to keep consistency in all applications in the physical space, events and fairs included.

    The building blocks can be found in its entirety here: sweden.identitytool.com and the physical brand applications of brand Sweden here.

  • Petter Eklund
    Senior Designer

    In making the design principles for the physical applications of brand Sweden, it was important to keep consistency in all applications in the physical space, events and fairs included.

    The building blocks can be found in its entirety here: sweden.identitytool.com and the physical brand applications of brand Sweden here.

  • Petter Eklund
    Senior Designer

    In making the design principles for the physical applications of brand Sweden, it was important to keep consistency in all applications in the physical space, events and fairs included.

    The building blocks can be found in its entirety here: sweden.identitytool.com and the physical brand applications of brand Sweden here.

  • Caroline Bystedt
    COO/Account Director

    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.

  • Caroline Bystedt
    COO/Account Director

    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.

  • Caroline Bystedt
    COO/Account Director

    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.

  • Mattias Svensson
    Design Strategist, Founder

    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.

  • Mattias Svensson
    Design Strategist, Founder

    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.