Welcome to Sweden
A New Type of Imprint is a magazine on creative culture and design, published quarterly by the Norwegian agency ANTI. The eleventh issue included a chapter dedicated to Swedish designers and creatives, which we had the pleasure of designing the spreads for.
Our design concept consisted of three ideas, the first one being reflected in the choice of a very condensed typeface for the headlines. Here we took inspiration from the somewhat odd phrase “i vårt avlånga land”. This translates into “in our elongated country”, referring to the oblong shape of Sweden.
The second idea is seen in graphic elements inspired by “Sol, vind och vatten” (“Sun, wind and water”), a pop song from 1972 by singer-songwriter Ted Gärdestad. This song is commonly associated with Swedish nature and summer. The third idea is in the warm color palette inspired by the Swedish flag and nature. We covered all surfaces with these colors, in an attempt to avoid Scandinavian design tropes such as lots of white space and sparsely placed details and typography.