SvD wanted to become more accessible and reflect the times we live in. Over the course of a year, we carried out major design work with the goal of making SvD go from a traditional daily newspaper to a smarter news experience in both print and digital.

We reviewed brand assets and renewed SvD's iconic visual identity to give a more modern impression that signals change and is adapted for digital channels.

The characteristic blue line under the logo was developed into an asymmetrical and multidimensional shape to reinforce SvD's ambition to twist and turn perspectives.

Logo, newspaper header and font were updated in collaboration with Letters of Sweden. A new typeface was also developed: Ester Blenda after Ester Blenda Nordström, who is seen as Sweden's first investigative reporter and who paved the way for a completely new type of journalism at SvD in the 1910s.