Media & Entertainment / SVT
A forward-leaning identity for Swedish Television
SVT celebrates 60 years in the public eye – by looking ahead.
SVT is there for each and every one of us, on our terms. But to meet the challenges of tomorrow – and the fickle demands of a world in flux – SVT needs to become even more accessible. Better communication is one way. The old logo (a star-shaped flower) was somewhat obtuse and cumbersome, not least in digital environments. Happy F&B was assigned the task of tying up all the loose ends and bringing SVT together under a single visual umbrella.
The slash communicates and navigates.
The new visual identity unites all platforms and formats, while giving each one room to express itself. The slash, an eye-catching element within the logo, serves a number of purposes. Its chief objective is to eliminate the need for sub-brands, but it also lends itself to fresh visual expression and novel ways to communicate. When animated, the logo opens and closes like a curtain.
The slash creates textures and patterns in countless variations.
As SVT is a broad-based and multi-faceted operation, the strategy was to roll out the new identity piecemeal. The logo was unveiled first, with the rest of the concept gradually applied to ever-more touchpoints. As sounding board and strategic partner to SVT, our assignment covers everything from social media guidelines to broadcast graphics and news output.