The face of a nation

Client: NSU (Council for the Promotion of Sweden Abroad)
Strategy / Identity / Digital / Custom type

Project status
Ongoing

Year
2014-

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.

Challenge – 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.

Approach & solution – 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. 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. 

Project status
Ongoing

Year
2014-

Typeface: Sweden Sans
Weight: Book, Regular, Semibold, Bold & Arabic
Year: 2013
So–Type Foundry

Sweden Sans – the primary typeface in the Sweden brand identity.

We call it a ‘Lagom’ typeface, not too much, moderate.

It comes in 4 weights – Book, Regular, Semibold, Bold and an Arabic version.

Want to know more? Contact Jesper.
jesper@soderhavet.com