Soderhavet utilized present Swedish design to create a typeface that was minimal, clean & sleek; this typeface would also be able to utilize a paired down color schematic depending on the platform.
Soderhavet hit the pavement and pulled examples of Swedish typefaces from the streets, seeking to refine a common theme which carries an expression: lagom. This phrase means not too much and not too little. Content with the in-between.
The end result is the typeface Sweden Sans, which will be used to brand Sweden as a country. This practice is common for cities, but not necessarily for countries.
Learning about Sweden Sans & the concept of branding an entire country is very interesting to me. I believe it will aide my understanding of typography because it utilize a wider perspective. The design house commented that designing a typeface is the clothing for the alphabet: it communicates an attitude. This is an interesting idea and one I will remember throughout my design career. The design house also mentioned you can really never mess with the letters A or E because those are the most noticeable. Once a person can make a distinction, you've lost.
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