A brand gathering.

The Swedish Franchise Association gathers franchise companies around Sweden – from Swedish McDonald's to Swedbank – and has been a client of mine for quite some time now. I've helped them mostly with smaller pieces of communication, but a while back the board decided it was time for a new logo, and later on, also a new name for marketing purposes (Svensk Franchise).

After a number of drafts the logo was developed – based on the idea of the dandelion symbolizing a n organic gathering point for numerous individual seeds, or what the association aims to be for its members.

A few days ago the new website was launched, which aims to be a living channel to existing members as well as a window for marketing the organization. The site targets mainly a Swedish audience but a short summary in English is available. The site is maintained and updated by the association.

30 year old new design

Brindfors (or Lowe Brindfors) is one of Sweden's larger ad agency brands (with clients like Saab and Tiger of Sweden). In time for their 30th anniversary, Brindfors is launching a new graphic design program, with funny stickers and a touch of the seventies. The base is a specially designed typeface – called Brindfors. Colours are said to be inspired by the office building the agency is calling their home.

The aim is to make something "personal and yet professional, and it was important with the witty tone of voice", says Art Director Noel Pretorius who worked together with Time Scheibel on the project.

People already find the new desig to be a bit too close to multi-talent brand Acne. I have to agree.


Overview of the graphic design program

Brindfors Black Display and Text


The old logotype