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For the last few years, Stockholm, the capital of Sweden, has boldly marketed itself as the "Capital of Scandinavia". This has probably been seen as unnecessarily arrogant and brash to those living in other Scandinavian capitals, like Copenhagen and Oslo. But Stockholm are sticking to it and last year they introduced a refreshed version of this branding, created by Essen International.
That agency was also involved in branding the city of Stockholm (Stockholms stad) last year. To clarify, the Stockholms stad project mostly concerned communication from the city of Stockholm to its inhabitants. The "Capital of Scandinavia" branding targets business and tourists from around the world and concerns all the 52 municipalities that make up Sweden's capital region.
Essen's branding unites the branding for the city and the region with a common visual expression with similar colours and typefaces. It is built around the already established crown symbol and designed to work in a digital environment.
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The original "Capital of Scandinavia" concept and logo was launched around 2005/2006 and developed by a now shuttered branding agency known as Dowell/Stubbs. The refresh was launched in July 2013, but Essen didn't publish their case study until a few weeks ago.
Essen
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