Swedish Olympic Committee

Going for gold on the world stage

The Olympic Games is the ultimate chance for athletes to show what they can do - and an important opportunity for nations to earn recognition and inspire pride, at home and across the globe. Team Sweden turned to Kurppa Hosk to create an identity that would set them apart amongst the delegations from around the world. We partnered with the Swedish Olympic Committee (SOK) to design a comprehensive rebrand that unites both the Olympic Team and the committee’s administrative functions under the same flag.

We built on the iconic national colours of blue and yellow, combining a simple framework with striking graphic elements to create a flexible yet distinct expression that made Swedish athletes instantly recognisable and restated Sweden’s long participation in the Games with new confidence. The new identity debuted at the Paris Olympics 2024.

“The most important thing in the Olympic Games is not winning but taking part; the essential thing in life is not conquering but fighting well.”

Pierre de Coubertin, co-founder of the International Olympic Committee

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