Rebranding the Swedish Armed Forces

Below are the results from our last module Client, Design, Strategy & Branding.
BACKGROUND AND STRATEGY
Sweden has not been in war since 1813. The focus for the army is now peacekeeping abroad. Starting 2010 the Swedish military service is no longer mandatory. So the Swedish Armed Forces want to attract talent – brain rather than muscles – to fullfill their missions abroad. Our challenge was to rebrand the Swedish Armed Forces from a traditional defensive collective into a modern employeer.

THE OLD BRANDING
THE NEW LOGO
We got rid of the sword that symbolizes attack. We kept the shape of the shield, it’s made by two hands that clasp together, a metaphor for conflict resolution. The shield could also be seen as the ladder for personal development. On top we have the three crowns combined into one.


CAMOUFLAGE OF DIVERSITY
Camouflage is used for disguising yourself in the nature. We turned this around and created a new camouflage that is all about showing yourself. It reflects the diversity within the organization.
THE SUB BRANDS
ONLINE, CORPORATE & PRINT
THE GROUP PROCESS


Strategy, Idea & Design by: