Nation branding is all the rage these days, and Sweden will not be outdone.
It's currently fourth in the FutureBrand Country Brand Index
, behind Japan, Canada and the brilliantly branded nation of Switzerland.
Sweden is hoping a revamped website, featuring its very own font, will help boost the nation up charts.
Admittedly, the new Sweden.se
website is pretty cool. According to a press release, it’s the result of a year-long effort from the Swedish Institute and “appointed suppliers Fröjd and Söderhavet.”
Here’s what the release has to say about the font:
The new Sweden.se will feature the country’s own font type – Sweden sans – which is an important part of Sweden’s visual identity overseas. “Sweden is known for its simple design when it comes to furniture, for instance, and we were inspired by that. We created a simple, functional font type that was worthy of representing the country,” says type designer Stefan Hattenbach.
The Swedish Institute hopes to raise awareness of the country, its history, government, industry and tourism.
[RELATED: Ragan's new distance-learning site houses the most comprehensive video training library for corporate communicators.]
This move comes on the heels of another effective branding effort: the @sweden
Twitter account, which gives a different Swede the reins every week.