Sweden brands itself with its own font

The new ‘Sweden sans’ font is part of a national campaign to boost the Scandinavian nation’s profile.

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The new Sweden.se will feature the country’s own font type – Sweden sans – which is an important part of Sweden’s visual identity overseas. “Sweden is known for its simple design when it comes to furniture, for instance, and we were inspired by that. We created a simple, functional font type that was worthy of representing the country,” says type designer Stefan Hattenbach.

The Swedish Institute hopes to raise awareness of the country, its history, government, industry and tourism.

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