The visual execution of our graphic elements takes root in the colour gradients found in Nordic nature. Using a dynamic pattern can create and convey a relevant and unique picture of Sweden. It’s a complement to the primary identity carriers and can be used both in audiovisual touchpoints and static imagery.
Our concept is based on the idea that something new and dynamic happens when worlds collide, we move away from sharp edges and dividers towards organic and including shapes. It’s a visual interpretation of co-creation between people and countries.
Applications The graphic element can be applied to both digital and print media. It should be treated as an image that can fill up spaces where illustration or photographs would otherwise be used.
We recommend using text separated from the image to ensure it's accessible. In specific cases, large headlines can be placed on top of the graphic element. This should only be applied when using large and short headline styles. In order to maximise legibility, use a black overlay with at least 30 per cent opacity between text and background.
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