Looking for something?

Tap outside or press close

InspirationGraphic Design

New board, new name, new look: Design Sweden launches a new brand identity

Design Sweden is an organisation dedicated to Sweden’s designers. An independent practitioner’s organisation founded in 1957 by members, for members. The organisation acts collectively with one voice, to drive and engage opinion around design.

Written By:
Photography by [Erik Wåhlström](http://www.erikwahlstrom.se/)

Photography by Erik Wåhlström

Its purpose is to make everyday life easier for the individual designer and to highlight the power of design as a builder of cultural and economic value.

It recently moved away from the traditional model of the degree-based, national members-only organisation and has re-launched itself as an open, international platform for designers affiliated with Sweden from across the world.

To reflect this change of perspective they are making major changes, some of the first ones being renaming the organisation from The Swedish Association of Designers (Sveriges Designer) to simply Design Sweden, and a new identity to go along with it.

The new brand is brought to you by a collaborative effort between graphic designer Ramiro Oblitas of Parasol, typeface designer Göran Söderström and digital designer Edvard Scott. Rolled out across its new website and printed materials, it's a typographic-led visual treat.

Design Sweden's Ambassadors Project publication showing names Göran Söderström, Monica Förster and Daniel Östman on a coral pink cover with white spine
Person holding open a notebook with handwritten text and an orange pencil, surrounded by scattered papers and design materials
Design Sweden's new brand identity with bold black letterforms arranged on bright yellow panels, spelling the organisation's name
Yellow folded leaflet for Design Sweden's new brand identity featuring bold black typography reading "Now" and "Join
Open tri-fold brochure for Design Sweden with yellow panel featuring bold black "Free" typography and information pages on white panels
Exhibition display for Design Sweden showing a black modern chair beside a small table, with large typography and colourful panels promoting the organisation's relaunch
Colourful branded materials for Design Sweden displayed on a white table, including stacked yellow cards and printed collateral, against a vibrant red and turquoise wall installation
Design Sweden's new brand identity materials featuring yellow "Join us now" panel, blue purpose statement, red information card and black footer with website and social media details
Design Sweden's new black and white brand identity showing the "DESW" logotype with grid construction lines and an accompanying style guide card
DS Mikro Beta typeface specimen showing alphabet characters, numerals and symbols in four weight variations on black background
Design Sweden's membership website displayed on two smartphone screens showing the organisation's rebrand with typography-led design
Two smartphone mockups showing Design Sweden's new brand identity with typographic layouts and information about founder Göran Söderström of Letters from Sweden
Share

Further Reading