During the design process, we grappled with many questions, including: Which symbol best represents a country? How do we design a unified identity for use in extremely divergent contexts and on wildly different scales? Which parts of an identity should be common to all communication, and which ones not?

By separating the identity into its component parts. First and second parts are the obligatory identity carriers, which must always be used; the third part is an elective toolbox with creative content. The fourth part holds the organizations' own identity carriers, to be used together with parts 1-3 when its identity of the originating organizations is important. We also recaptured the Swedish flag by using the original proportions and colors, used since 1650, and decided to use textual mark in Swedish (not English) with a humble statement to always translate the textual mark into local languages in the logotype artwork.

Sweden's unified brand communications platform was a success. It was implemented in numerous campaigns and projects: Sweden's new official portal facts.sweden.se, Swedish Design Goes Milano, Study in Sweden, Work in Sweden and more. The identity is on a roll out, more and more for every week.