SVT Motion ID
As a public service company, SVT’s target audience is the entire country and its 10 million people. A challenging and exciting starting point. How can we appeal to all, yet not be bland?
Branding a nation.
The SVT mission is to make the nation more inquisitive and informed and to create content that engage, entertain and enrich — in the service of the public and for the democracy of Sweden.
Value proven over time
- 7 years
on air and still modern - 4 billion
impressions (estimate) - 10 million
people target audience
Services
Branding
• Visual identity
• Brand strategy
• Naming and messaging
Design
• Spatial concept and showroom design
• CGI asset development
• Website and campaign design
The ident system was built on a simple idea; inclusion through homes.
To stay true to SVT’s brand promise “for everyone, everywhere”, each ident showcases homes and locations across Sweden — from red cottages and city suburbs to tents and mobile living.
The purpose of an ident is twofold: to guide and brand — building recognition, setting the mood, and giving viewers an aesthetically pleasing pause. By avoiding faces, the concept ensures timeless relevance and inclusivity, leaving room for viewers to imagine who might live there.
Subtle sound cues, drawn from different types of programming, tie the system together. This creates a flexible identity framework with infinite possibilities for new locations and situations, reinforcing SVT’s role as a broadcaster that connects with everyone, everywhere.
A creative system built to last.
As the Motion Design Director—responsible for the concept and movement of the brand across any screen, any platform.
