Sweden Rebrands Itself To Forge A New National Identity

Sweden Rebrands Itself To Forge A New National Identity

Creative agency Soderhavet created a new identity including a new flag and font for the European country.

Leah Gonzalez
  • 8 november 2013

The government of Sweden unveiled a new global branding identity for the country to combine the Swedish ministries, agencies, and businesses under one unified look.

The new branding identity centers on the Swedish flag and the country’s name in Swedish, “Sverige.” A translation of the country’s name appears in a smaller font, depending on where the branding appears. A new font called Sweden Sans was also designed exclusively for the branding project.


Stockholm-based creative agency Söderhavet was hired to design the new branding elements. The branding project was commissioned by the Council for the Promotion of Sweden (‘Nämnden för Sverigefrämjande i Utlandet’, NSU), which includes five government agencies: the Ministry of Foreign Affairs, Visit Sweden, the Ministry for Enterprise, Energy and Communications, Business Sweden, and the Swedish Institute.

The redesign of Sweden’s official website was also launched along with the new global branding identity.



Government of Sweden // Söderhavet

Sources: The Local, Skift

Images: Skift

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