Tuesday, February 16, 2010

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:

14 comments:

Jeroen said...

I like the Superman S at the bottom.

Ferris said...

The camouflage idea is really interesting...nice work.

Wal said...

thanks. the camouflage of diversity was the thing that got the client excited the most.

Anonymous said...

What kind of army is this? No wonder the Swedish army are useless! You should have designed a backbone, they could do with that!

Looks very pretty though.

Lone said...

At above, you didnt read any of the write-up apparently and or dont understand the two edged purpose of a military.

When the focus of your organization changes so should the way you present yourself. I dont necessarily agree with all the design choices made (feels like too much of a jump from one point to another imo) but the approach makes sense.

michael said...

Nice work!

Hey anonymous, perhaps YOU should show some backbone by using your real name.

Anonymous said...

You must be American, not all countries resolve problems by blowing things up.

Nice work by the way, really clean.

woozy said...

Sweden is like a Utopia. If there is no need to kill and no threat in being killed, why not redesign the Army? It keeps the Army functional and beneficial for their society.

I think this was a cool idea. But I don't know about the visual aesthetic of the camo, the idea is great, just visually it seems too geometric and simple. And i LOVE simple design.

Ian said...

I like the logo, Wal.

Anonymous said...

blowing things up is more fun.

Anonymous said...

Everything but the print is great for me. Love the camo, logo, website.

The print....

It's too much of a jump from what it currently is so the message might get lost. Especially since nobody pays attention to advertising.

Russell said...

Good work guys! Great that you thought through your strategy and always "checked back" to make sure you were on-message... tough for a client to say no to something so genomtänkt...

You can all come and built the new digital avdelnding at SCP / GREY Göteborg!

Simon - you first! See you in March!

russell.clark@scp.se

Daniel Kunkel said...

nice work! i like the idea with the two hands in the new logo...

Anonymous said...

I'll give you one bit of advice for free. Shave that bloody chin strap off. There you go, I said it.