Svenska kyrkan
From 1200 fragmented parish identities to one Church rebooting faith for ever day.
Strategy / Brand System / Brand guidelines
- +5 %Public trust in the Church has risen by 5 points, 2023-2025
- +6 %Brand awareness increased from 59% → 65%
- -6 %Negative perceptions down from 15% → 10%
As society evolved and new generations formed different relationships to faith, Svenska kyrkan risked losing cultural relevance beyond moments of tradition and loss. With more than 1,200 local parishes each speaking in their own way, the Church’s voice had become fragmented, making it harder to be recognised, understood, and felt as a meaningful presence in everyday life, both online and in the community.
So we rephrased faith for today. Built on the insight that people often turn to the Church only in moments of tradition or loss, and that 1200 local voices had blurred recognition - we structured a unifying brand architecture, and crafted an identity to redefine what Svenska Kyrkan could mean in everyday life - clear, open and close to everyone.
What we did
Brand architecture – We built a clear and flexible structure to unite 1,200 parishes under one identity, while allowing each local voice to stay authentic.
Brand system – Redefined the Church’s symbol of hope: a prouder, simplified logo, a warm and dynamic colour palette, and typography that feels approachable and clear.
Guidelines – All guidelines were packaged into a clear, accessible Brand Bible, making it easy for anyone, anywhere in the organisation to communicate confidently, without the need for design expertise.
Deep Dive
How we brought Svenska Kyrkan closer to everyone, through a unifying Brand Architecture, and a new Visual Identity that’s full of life.
Step 1: Bring order through Brand Architecture.
Clear structure to unify 1,200 fragmented voices, flexibility where it matters, and the confidence to act with one presence.
A Svenska Kyrkan logo empowered to stand alone as a clear, confident voice. Whilst versatile enough to support formal entities, like parishes, via structured typographic and visual rules.
Introduction of a clear understanding that not all Church-owned services need to look like the Church - hundreds of entities organised through a framework and playbook, so each knows when and how to connect with the Church brand.
Practical tools and a system simple enough for anyone to apply confidently, without need of a designer - enabling local parishes.
Step 2: Bring to life with Visual Identity.
Hope - A universal human feeling. A cornerstone of faith. A radiant spark of light. And springboard for the Svenska Kyrkan visual universe.
At its centre, the Church’s iconic yellow shield and red cross logo. Redrawn - prouder, clearer, instantly recognisable. And empowered by a crafted support system of tools that are both human and flexible:
Colour: A warm, dynamic palette that adapts to any setting while strengthening recognition.
Typography: Approachable and clear, giving the Church a more human voice across all channels.
Layouts: Modular and inspired by the rhythm of stained-glass windows - structured, yet full of light.
Illustrations: Drawn from the colours and geometry of church windows, adding warmth and character.
Photography: Real people, real moments, natural light - a Church that feels alive and present.
Why it matters.
Structured and singular in voice. Simpler, warmer, and more human in look.
As a brand Svenska Kyrkan now have the tools needed to make faith more accessible. Today they’re more relevant in every moment people meet them - and their numbers are growing:
Overall awareness up to 65%
Parish awareness up to 39%
Young people noticing Church communications up 5%
Negative perceptions down to 10%
Public trust up 5 points
