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)