INTRODUCTION                                       SWEDISH ARMED FORCES



CAS & THE CATS
Anna María Larsson   Designer
Ca...
INTRODUCTION     SWEDISH ARMED FORCES



AGENDA
Process
Insights
Concept
Brand Identity
Q&A
PROCESS                SWEDISH ARMED FORCES



PROCESS
Research & Analysis
Moodboard Brainstorm
Client Pitch
Concept Refin...
PROCESS / RESEARCH & ANALYSIS   SWEDISH ARMED FORCES



RESEARCH & ANALYSIS
PROCESS / RESEARCH & ANALYSIS   SWEDISH ARMED FORCES



RESEARCH & ANALYSIS
Trust
Intelligence
Authority
PROCESS / RESEARCH & ANALYSIS    SWEDISH ARMED FORCES



INSIGHTS
WHAT SHOULD SAF COMMUNICATE?
Modern Brand
Skill
Intellig...
PROCESS / CONCEPT BRAINSTORMING   SWEDISH ARMED FORCES



CONCEPT BRAINSTORMING
Trust
Intelligence
Authority
PROCESS / CONCEPT BRAINSTORMING   SWEDISH ARMED FORCES



CONCEPT BRAINSTORMING
PROCESS / CLIENT PITCH   SWEDISH ARMED FORCES



CLIENT PITCH
PROCESS / CONCEPT REFINEMENT   SWEDISH ARMED FORCES



CONCEPT REFINEMENT
MOODBOARDS   SWEDISH ARMED FORCES



MOODBOARDS
LOGO DEVELOPMENT   SWEDISH ARMED FORCES



LOGO DEVELOPMENT
CONCEPT   SWEDISH ARMED FORCES



CONCEPT
CONCEPT / TANGRAM   SWEDISH ARMED FORCES



TANGRAM
CONCEPT / TANGRAM   SWEDISH ARMED FORCES



WHY TANGRAM?
Changeable
Clever
Challenging
Creative
BRAND IDENTITY   SWEDISH ARMED FORCES



BRAND IDENTITY
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SAF LOGO
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SAF LOGO
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SAF LOGO
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SAF LOGO
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SUB BRANDS
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



NORDIC BATTLE GROUP
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



NORDIC BATTLE GROUP
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



RESERVE OFFICER
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



RESERVE OFFICER
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SPECIAL OFFICER ACADEMY
BRAND IDENTITY / SAF LOGO   SWEDISH ARMED FORCES



SPECIAL OFFICER ACADEMY
BRAND IDENTITY / COLORS   SWEDISH ARMED FORCES



COLORS
BRAND IDENTITY / WEBSITE   SWEDISH ARMED FORCES



WEBSITE
BRAND IDENTITY / WEBSITE   SWEDISH ARMED FORCES



WEBSITE
BRAND IDENTITY / WEBSITE   SWEDISH ARMED FORCES



WEBSITE
BRAND IDENTITY / WEBSITE DEVELOPMENT                                                                                      ...
BRAND IDENTITY / WEBSITE DEVELOPMENT   SWEDISH ARMED FORCES



WEBSITE DEVELOPMENT
BRAND IDENTITY / BUSINESS CARDS   SWEDISH ARMED FORCES
BRAND IDENTITY / STATIONARY   SWEDISH ARMED FORCES



STATIONARY
BRAND IDENTITY / STATIONARY   SWEDISH ARMED FORCES



STATIONARY
BRAND IDENTITY / STATIONARY   SWEDISH ARMED FORCES



STATIONARY
BRAND IDENTITY / STATIONARY   SWEDISH ARMED FORCES



STATIONARY
BRAND IDENTITY / STATIONARY   SWEDISH ARMED FORCES



STATIONARY
BRAND IDENTITY / STICKERS   SWEDISH ARMED FORCES



STICKERS
BRAND IDENTITY / STATIONARY   SWEDISH ARMED FORCES



FOLDER
BRAND IDENTITY / BUSINESS CARDS   SWEDISH ARMED FORCES



BUSINESS
CARDS
BRAND IDENTITY / TYPOGRAPHY   SWEDISH ARMED FORCES



TYPOGRAPHY
Trade Gothic




Times

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdef...
BRAND IDENTITY / TYPOGRAPHY   SWEDISH ARMED FORCES



TYPOGRAPHY
HELVETICA

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrs...
Brand Strategy and Identity for the Swedish Armed Forces
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Brand Strategy and Identity for the Swedish Armed Forces

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This is the result of our module called Brand strategy and identity. We had to create a new identity for the Swedish Armed Forces

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Brand Strategy and Identity for the Swedish Armed Forces

  1. 1. INTRODUCTION SWEDISH ARMED FORCES CAS & THE CATS Anna María Larsson Designer Cas Lemmens Project Manager / Designer Emma Lövbrand Art Director Gro Larsson Art Director Linn Sundqvist Process Leader / Strategist Mari Bergström Project Manager / Designer
  2. 2. INTRODUCTION SWEDISH ARMED FORCES AGENDA Process Insights Concept Brand Identity Q&A
  3. 3. PROCESS SWEDISH ARMED FORCES PROCESS Research & Analysis Moodboard Brainstorm Client Pitch Concept Refinement Production Presentation
  4. 4. PROCESS / RESEARCH & ANALYSIS SWEDISH ARMED FORCES RESEARCH & ANALYSIS
  5. 5. PROCESS / RESEARCH & ANALYSIS SWEDISH ARMED FORCES RESEARCH & ANALYSIS Trust Intelligence Authority
  6. 6. PROCESS / RESEARCH & ANALYSIS SWEDISH ARMED FORCES INSIGHTS WHAT SHOULD SAF COMMUNICATE? Modern Brand Skill Intelligence Moral Reliable support and authority Attractive Employer
  7. 7. PROCESS / CONCEPT BRAINSTORMING SWEDISH ARMED FORCES CONCEPT BRAINSTORMING Trust Intelligence Authority
  8. 8. PROCESS / CONCEPT BRAINSTORMING SWEDISH ARMED FORCES CONCEPT BRAINSTORMING
  9. 9. PROCESS / CLIENT PITCH SWEDISH ARMED FORCES CLIENT PITCH
  10. 10. PROCESS / CONCEPT REFINEMENT SWEDISH ARMED FORCES CONCEPT REFINEMENT
  11. 11. MOODBOARDS SWEDISH ARMED FORCES MOODBOARDS
  12. 12. LOGO DEVELOPMENT SWEDISH ARMED FORCES LOGO DEVELOPMENT
  13. 13. CONCEPT SWEDISH ARMED FORCES CONCEPT
  14. 14. CONCEPT / TANGRAM SWEDISH ARMED FORCES TANGRAM
  15. 15. CONCEPT / TANGRAM SWEDISH ARMED FORCES WHY TANGRAM? Changeable Clever Challenging Creative
  16. 16. BRAND IDENTITY SWEDISH ARMED FORCES BRAND IDENTITY
  17. 17. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SAF LOGO
  18. 18. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SAF LOGO
  19. 19. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SAF LOGO
  20. 20. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SAF LOGO
  21. 21. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SUB BRANDS
  22. 22. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES NORDIC BATTLE GROUP
  23. 23. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES NORDIC BATTLE GROUP
  24. 24. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES RESERVE OFFICER
  25. 25. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES RESERVE OFFICER
  26. 26. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SPECIAL OFFICER ACADEMY
  27. 27. BRAND IDENTITY / SAF LOGO SWEDISH ARMED FORCES SPECIAL OFFICER ACADEMY
  28. 28. BRAND IDENTITY / COLORS SWEDISH ARMED FORCES COLORS
  29. 29. BRAND IDENTITY / WEBSITE SWEDISH ARMED FORCES WEBSITE
  30. 30. BRAND IDENTITY / WEBSITE SWEDISH ARMED FORCES WEBSITE
  31. 31. BRAND IDENTITY / WEBSITE SWEDISH ARMED FORCES WEBSITE
  32. 32. BRAND IDENTITY / WEBSITE DEVELOPMENT SWEDISH ARMED FORCES WEBSITE DEVELOPMENT SWEDISH  ARMED  FORCES COOL  GIRLS,  YES SWEDISH  TROOPS  TO  AFGHANISTAN Vestibulum ante ipsum primis in faucibus orci Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris luctus et ultrices posuere cubilia Curae; Mauris sollicitudin tincidunt est sit amet vehicula. Cras at sollicitudin tincidunt est sit amet vehicula. Cras at varius sem. Morbi sed arcu nisl. Etiam quis tellus varius sem. Morbi sed arcu nisl. Etiam quis tellus nisl, ut aliquet libero. Morbi in neque turpis. In quis nisl, ut aliquet libero. Morbi in neque turpis. In quis hendrerit tellus. Maecenas et purus dolor, in hendrerit tellus. Maecenas et purus dolor, in fringilla lectus. Praesent quis tempor risus. Integer fringilla lectus. non risus erat, quis facilisis mauris. Cras quis ante quis orci semper pulvinar. Ut vel nisl dui, in portti- Praesent quis tempor risus. Integer non risus erat, tor leo. Morbi lacinia metus vitae sapien pharetra quis facilisis mauris. Cras quis ante quis orci ut sollicitudin magna dignissim. semper pulvinar. Ut vel nisl dui, in porttitor leo. Morbi lacinia metus vitae sapien pharetra ut Vestibulum ante ipsum primis in faucibus orci sollicitudin magna dignissim. luctus et ultrices posuere cubilia Curae; Mauris sollicitudin tincidunt est sit amet vehicula. Cras at varius sem. Morbi sed arcu nisl. Etiam quis tellus nisl, ut aliquet libero. Morbi in neque turpis. In quis hendrerit tellus. Maecenas et purus dolor, in fringilla lectus. OTHER  HEADLINE  THAN  THAT Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris sollicitudin tincidunt est sit amet vehicula. Cras at varius sem. Morbi sed arcu nisl. Etiam quis tellus nisl, ut aliquet libero. Morbi in neque turpis. In quis hendrerit tellus. Maecenas et purus dolor, in fringilla lectus. Praesent quis tempor risus. Integer non risus erat, quis facilisis mauris. Cras quis ante quis orci semper pulvinar. Ut vel nisl dui, in portti- OTHER  HEADLINE  THAN  THAT Vestibulum ante ipsum primis in faucibus orci OTHER  HEADLINE  HERE luctus et ultrices posuere cubilia Curae; Mauris sollicitudin tincidunt est sit amet vehicula. Cras at Vestibulum ante ipsum primis in faucibus orci varius sem. Morbi sed arcu nisl. Etiam quis tellus luctus et ultrices posuere cubilia Curae; Mauris nisl, ut aliquet libero. Morbi in neque turpis. In quis sollicitudin tincidunt est sit amet vehicula. Cras at hendrerit tellus. Maecenas et purus dolor, in varius sem. Morbi sed arcu nisl. Etiam quis tellus fringilla lectus. Praesent quis tempor risus. Integer nisl, ut aliquet libero. Morbi in neque turpis. In quis non risus erat, quis facilisis mauris. Cras quis ante hendrerit tellus. Maecenas et purus dolor, in quis orci semper pulvinar. Ut vel nisl dui, in portti- fringilla lectus. Praesent quis tempor risus. Integer non risus erat, quis facilisis mauris. Cras quis ante quis orci semper pulvinar. Ut vel nisl dui, in porttitor leo. Morbi lacinia metus vitae sapien pharetra ut sollicitudin magna dignissim.
  33. 33. BRAND IDENTITY / WEBSITE DEVELOPMENT SWEDISH ARMED FORCES WEBSITE DEVELOPMENT
  34. 34. BRAND IDENTITY / BUSINESS CARDS SWEDISH ARMED FORCES
  35. 35. BRAND IDENTITY / STATIONARY SWEDISH ARMED FORCES STATIONARY
  36. 36. BRAND IDENTITY / STATIONARY SWEDISH ARMED FORCES STATIONARY
  37. 37. BRAND IDENTITY / STATIONARY SWEDISH ARMED FORCES STATIONARY
  38. 38. BRAND IDENTITY / STATIONARY SWEDISH ARMED FORCES STATIONARY
  39. 39. BRAND IDENTITY / STATIONARY SWEDISH ARMED FORCES STATIONARY
  40. 40. BRAND IDENTITY / STICKERS SWEDISH ARMED FORCES STICKERS
  41. 41. BRAND IDENTITY / STATIONARY SWEDISH ARMED FORCES FOLDER
  42. 42. BRAND IDENTITY / BUSINESS CARDS SWEDISH ARMED FORCES BUSINESS CARDS
  43. 43. BRAND IDENTITY / TYPOGRAPHY SWEDISH ARMED FORCES TYPOGRAPHY Trade Gothic Times ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  44. 44. BRAND IDENTITY / TYPOGRAPHY SWEDISH ARMED FORCES TYPOGRAPHY HELVETICA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Share Techmono

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