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