Academy of Sweden, Subcategories: Outdoor, Culinary, Fashion and other areas.
VisitSweden is a communication company owned equally by the Swedish Government and the Swedish tourism industry. We are responsible for the international marketing of the Brand Sweden as well as the marketing of Swedish tourism destinations and Swedish experiences.
VisitSweden is a modern communication company and we are aiming to be in the forefront when it comes to using new and exciting communication tools. People who work here are passionate about marketing Sweden.
VisitSweden needs a logo for an activity called Academy of Sweden. It is a 3-5 days trip that we arrange for journalists, tour operators and other stake holders. The activity is arranged with in the areas of food, outdoor and fashion. Here we showcase the best that Sweden has to offer with in these different areas and they help us spread a positive image of Sweden and the wonderful things one can experience here.
Storytelling, participation and engagement are important elements in creating the right environment.
An important part of Academy of Sweden is learning. The goal is that the participants become "ambassadors" of Sweden in the specific areas. Social media such as blogs, YouTube etc are used to disseminate information about the Academies. For more inspiration/information:
VisitSweden communicates with the target group “The Global Traveler”. The Global Traveler is ecologically and socially engaged and is looking for unique experiences with elements of learning in genuine travel destinations. The target group regularly book travel via the Internet and consists of experienced travelers who place high demands on availability and activities. The Global Traveler is interested in culture and has a high disposable income.
The Global Traveler is to be reach through the Academy participants and their channels and networks.
VisitSweden needs a general logo for ”Academy of Sweden".
This logo should work as a general logo for the concept Academy of Sweden. We also need logos for each subcategory, but where the Academy of Sweden logo works as a base. For example, it could be visualized by using a stamp with Outdoor, Culinary, Fashion etc. that is placed on/next to the “Academy of Sweden-logo”.
Right now we have Outdoor, Fashion and Culinary as Academy topics, but in the future we may add other areas.
The logo shall express the feeling of creativity, learning, nature / sustainability.
The logo should be modern, simple and clear (Scandinavian design).
We want to use the name “Academy of Sweden” in the logo.
We want to use the logo for invitations, web, diplomas etc
We want the general “Academy of Sweden logo” both in color and black and white
Restrictions for the logo:
• Do not use the Swedish flag
• Do not use the color yellow and blue in combination, follow the colors in the Graphic Identity Manual (page 12).
• Do not play with Swedish stereotypes like elks, Swedish blonds etc
Please read more in the attached documents:
- Brand Sweden
- Graphic Identity Manual