Rebranding the Swedish Armed Forces

A project group of Hyper Island – Robbin Ingvarsson, Fredrik Holmberg, Kristina Herngren, Anke Buchta, Simon Schlüter and Waldemar Wegelin- rebranded the Swedish Armed Forces. They turned the usual function of camouflage around and used one of the basic shapes of geometry, the triangle, to create a new type of camouflage that is all about showing yourself. The goal is to reflect the diversity with the Armed Forces.

The focus for Swedish Army is peacekeeping abroad. In order to fulfill their missions they want to attract new talent – brain rather than muscles.

The challenge of the re-brand was to change the Swedish Armed Forces from a traditional defensive institute into a modern employer. {via}