Welcome to Sweden

  • A New Type of Imprint is a magazine on creative culture and design, published quarterly by the Norwegian agency ANTI. For the eleventh issue they approached us to design a chapter dedicated entirely to Swedish designers and creatives.
  • Our design concept was based on three ideas. The first idea is reflected in the choice of headline font, inspired by the somewhat odd phrase ”i vårt avlånga land” (”in our elongated country”). A nickname referring to the physical shape of Sweden.
  • The second idea is seen in the graphic elements inspired by ”Sol, vind och vatten” ("Sun, wind and water"), a well-known pop song from 1972 by Ted Gärdestad.  The song is commonly associated with Swedish nature and summer.
  • Our third idea is seen in the warm color scheme inspired by the Swedish flag and nature. We tweaked the color scheme and covered all surfaces with it, in an attempt to avoid Scandinavian design tropes such as lots of white space and sparsely placed details and typography.