A New Type of Imprint was a magazine on creative culture and design, published by Norwegian agency ANTI. For their eleventh issue we were invited to design the spreads for a section on Swedish designers, architects, illustrators and photographers.
The choice of an exceptionally condensed display typeface was based on the Swedish phrase “i vårt avlånga land”, translating into “in our elongated country”.
“Sol, vind och vatten”, the 1972 pop hit by Ted Gärdestad commonly associated with Swedish nature and summer, inspired the graphic elements used in the backgrounds.
The color scheme was primarily inspired by Swedish flag and nature. By covering all surfaces with the palette, we tried to avoid the Scandinavian design trope of large white spaces with small and sparse typography.