Rebranding the City of Stockholm

EssenInternational had the assignment to rebrand Stockholms stad. It was initiated by the need to coherently communicate a wide range of offerings, services and public authorities. The new identity needed to work well across all touch points of a modern and progressive city.

Together with Creuna Sweden, we applied the new graphical identity to several of City of Stockholms websites. My main roll was to build the digital brand manual and to consult the design implementation across all digital touch points.
My Role and contributions
  • Implementing the new design and creating new design patterns and graphics
  • Defining guidelines for usage of digital assets
  • Designing the brand portal
St. Erik is the City's logo and crest
Since the 1300s, he appeared on the city seal. The main design elements to implement were an updated St. Erik emblem, a custom made typeface and a new color palette together with a brand platform which united all public authorities under one brand – the city of Stockholm.

On the digital side Stockholm has a wide range of websites and applications, from school and museum websites to applications for buying parking tickets. The social media platform pages, such as Twitter and Facebook pages, also needed guidelines on how to apply the design.
We started to test the new design on several websites for instance (City museum), (Growing Stockholm) or the public school websites. We basically did hundreds of mock-ups, testing the typeface as well as color variations and different icon-styles.
An important thing to consider was the accessibility aspect. The goal is that the city's websites must meet W3C guidelines WCAG 2.0 on level AA and E-delegation guidelines to the corresponding level.
Some learnings
After testing a lot of variations it became apparent that we should not overload the users impression with to much color variations and imagery, instead we focused on clear typography and used colors mostly to define function. 
It was a great experience to work on a project of that size and scale.