Sweden
In 2013 we designed the official brand Swedens visual identity. At the time one common visual identity for a nation was ground breaking, and our client The Council for the Promotion of Sweden was at the forefront of nation branding. In 2019-2020 the identity was updated to meet new needs and stay modern and innovative.
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.
![](https://soderhavet.com/wp-content/uploads/2022/11/Sweden8_16x9-750x422.jpg)
![](https://soderhavet.com/wp-content/uploads/2022/11/Sweden2_4x5-720x900.jpg)
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. The combination of yellow and blue, sprung from the flag, are widely recognizable and works as primary colors.
![](https://soderhavet.com/wp-content/uploads/2022/07/Sweden7__v3_16x9-750x422.jpg)
![](https://soderhavet.com/wp-content/uploads/2022/11/Sweden3_3x2-720x480.jpg)
![](https://soderhavet.com/wp-content/uploads/2022/11/Sweden6_3x2-720x480.jpg)
![](https://soderhavet.com/wp-content/uploads/2022/11/Sweden5_3x2-720x480.jpg)
When updating the identity we added a spectra of secondary colors and different color combinations to give the identity a variety and a more up to date feeling working bettering in digital platforms. The custom typeface Sweden Sans in 4 weights was drawn in order to create a unified visual expression lasting over time and touchpoint.