Hyper Island / DDB Stockholm
Create a new Graphic Profile for the Swedish Armed Forces
We wanted to change the perception of military.
Change it’s colors to something very different from different armies.
A human message about purity and show that peace-keeping concern all of us.
As far away from any macho ideals we can get.
We want to show SAF as listeners to Creativity, Multicultural & Problem Solvers.
We chose a Four-Sided Pyramid as logo.
Every side represent the different department of the new Swedish Armed Forces. Each with a different Shape and color.
The Triangel stands for: Creativity, Harmony, Illumination, Manifestation, Gender.
Also that all the angles sum up in 180, makes it a perfect metaphor looking a different direction and change.
Project Manager & Conceptual Creative