“Design Sweden is an organisation dedicated to Sweden’s designers. An independent practitioner’s organisation founded in 1957 by members, for members. The organisation acts collectively with one voice, to drive and engage opinion around design. Our purpose is to make everyday life easier for the individual designer, and to highlight the power of design as a builder of cultural and economic value. We are excited to see the definition of design expand organically and are now embarking on a big change to better represent and support our members. We are moving away from the traditional model of the degree-based, national members-only organisation and re-launching ourselves as an open, international platform for designers affiliated with Sweden from across the world. To reflect this change of perspective we are making major changes, some of the first ones being renaming the organisation from The Swedish Association of Designers (Sveriges Designer) to simply Design Sweden, a new identity - and introducing a free membership.”
The old logo was fine but forgettable as a wordmark with no identifying trait. The new wordmark, based on a custom type family designed by Göran Söderström of Letters from Sweden is all about the identifying traits. Specifically, the vertical curves that look as if all the letters were placed on a cutting board and sliced off. But that's just the effect, as the twists from curve to straight are very much on purpose and properly designed to avoid big blots of ink to gather at the joints. The "w" in Sweden also has a nice little twist in the center. The identity revolves around the typeface, as everything is delivered in a deadpan kind of way so it's a good thing that the typeface has the right amount of charisma to stand on its own with minimal design intervention. Overall, it feels just right for a Swedish design organization.