The challenge
Söder needed an identity with a distinctive point of view. The brief was to express confidence and curiosity through a visual language that felt precise, memorable and open to experimentation.
We built the direction around a simple idea: style beyond the expected. It became the foundation for the symbol, typography and art direction, giving the brand a recognisable character without relying on decorative excess.
A symbol built from simple forms
We designed the Söder symbol from circles, semicircles and quarter circles arranged on a compact grid. Its balance comes from the relationship between a strong centre and the curved forms around it. The result feels structured at first glance, with enough rhythm to reward a closer look.
The wordmark brings a direct, confident counterpoint to the symbol. Clear letterforms and carefully judged spacing keep the name legible, while the two dots above the ö give it a distinctive detail. Together, the wordmark and symbol can form a signature or work independently when the context calls for a quieter presence.
We defined proportions, clear space and contrasting colour treatments so the identity holds its character at different scales. In black or white, the mark remains clear enough to stand on its own.
A different perspective
Refraction became the defining gesture of the art direction. Repeated sections shift the viewer's perspective, turning a familiar scene into something unexpected. The effect follows a deliberate structure, with controlled offsets and clear focal points.
On the architectural cover, nested rectangular sections echo the geometry of the buildings. Horizontal slices give the helicopter composition a sense of movement and precision. Around the clasped hands, circular distortion draws attention to the gesture and brings a more human quality to the visual language.
Typography stays calm beside these expressive treatments. Generous space, concise headlines and a clear hierarchy give the compositions room to breathe. A black and white foundation keeps the identity grounded, while terracotta, sky blue, warm yellow and deep green bring warmth to its applications.
Built for a distinctive presence
Style beyond the expected
A precise identity with room for unexpected expression.
We developed a practical brand system covering the symbol, wordmark, typography, colour and refraction treatments. Layout principles explain how to balance the signature with a headline, when to use the symbol alone and how far distortion can go before it distracts from the message.
The final identity gives Söder both consistency and freedom. Its core elements stay recognisable across digital layouts, editorial compositions and campaign materials, while the art direction creates space for new expressions. Every application starts from the same idea: a clear identity, seen from a different perspective.
