Sweden Crest and Font

The World Cup of Hockey signaled adidas’ return to the sport of hockey. Our team branded all the participating countries including the Europe and North America teams. I had the opportunity to create a new look for Sweden, who’s always worn the “Tre Kronor” or Three Crowns. While I explored some completely new takes, I knew early on that I wanted to create a crest that kept their iconic look but taken to a new level. I settled on Swedish Kubit artwork within the crowns applied in tonal embroidery to give a subtle texture. For the typography, I examined vintage Swedish advertising to build a new font that felt modern but was based in Swedish minimal design traditions.