Sweden Turns to Its Flag to Create a Brand New Country Identity
Samantha Shankman, Skift
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.