The new brand Sweden has been launched. And Guess what? It's the Swedish flag. The agency responsible worked for 2 months trying to find something creative and new that would connect to Sweden. And in the end they settled on the Swedish flag. Well, that was easy. Mattias Svensson, Creative Director at design agency Söderhavet, said “And we just kept coming back to the flag. The flag is a good anchor for the rest of the identity." With the logo out of the way, I can only think that the agency had to find something to bill all those hours for. So they created a new font, as apparently, there were no other fonts in the world that could do the job. So there you have it. Brand Sweden - the Swedish flag in a yellow box, and in case you were in any double the word Sweden next to it. That word 'Sweden' is going to be printed in the local language wherever the logo appears. Now there's an application nightmare in the making. Cost about 400,000 kronor (A$65,000) Just as quick comparison shown here is the IKEA logo, which manages to say Sweden even without a flag. I see the Sydney Opera House's Festival of Dangerous Ideas has rolled around again.
Does anyone really believe that this 'festival' is dangerous? The Opera House will present a number of personalities who are on the chat circuit who wil be spruiking their ideas on economics, gender, race, culture and sex. It's hard to imagine this chat-fest threatening anyone. Most who will attend will be well educated middle class citizens who can afford to be entertained for an hour or so by this promotional event. You don't need to travel far to find your own real festival of dangerous ideas. Just google a few key words like 'hate' 'immigrants' 'kinky' 'conspiracy' then drill down to a few blogs and chat rooms and you'll find plenty of danger lurking there. But for those who want to be entertained… http://fodi.sydneyoperahouse.com |
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