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The new (type)face of Sweden

Not many countries have a national typeface, but not surprisingly Sweden now does.


Not many countries have a national typeface, but it's not surprising that Sweden — a hotspot for innovation and design — now does. As part of a broader national branding project, the Swedish government has commissioned the design of a new font, named Sweden Sans.

Designed by Söderhavet in Stockholm, this new, consistent, recognizable part of Sweden’s brand is intended to help Swedish organizations communicate more effectively internationally on websites, press releases, tourism brochures and more. The typeface looks like one might expect a Scandinavian typeface to look — which is the point. Sweden Sans should be a reflection of the character of the country it’s branding: modern and edgy but humble, easygoing and clean. It’s an embodiment of the Swedish idea of “lagom,” which means not too much and not too little.


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