Skift Take

The simple symbolism of Sweden's flag matched with a bold color scheme results in a strong new look, especially when compared to its former bleak identity.

Sweden launched a new country brand this week to combine its various Swedish ministries, agencies, and businesses under a single visual identity.

The new brand is centered around the Swedish flag and the country’s name in Swedish: “Sverige.” A translation of Sverige is included in smaller font and changes depending on where the brand elements will appear.

The country name appears in a new font designed specifically for the rebranding. According to the Swedish newspaper The Local, the new font Sweden Sans was created to add a distinctive element to the more generic symbol of a flag.

Creative design agency Söderhavet was tasked with creating the new brand. The project was organized by a group that includes the Ministry of Foreign Affairs; Visit Sweden; the Ministry for Enterprise, Energy and Communications; Business Sweden; and the Swedish Institute.

The group also runs the country’s primary website The site redesign was unveiled alongside the new branding.

Click through the slideshow above to see the evolution of Sweden’s new brand.


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Tags: branding, sweden

Photo credit: Sweden unveiled a new branding focused on its flag and country name this week.

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