Studio Theolin
A design studio specialising in events and experiences promoting human interaction and serendipitous moments.


Design Sweden Rebrand

A couple of months ago I joined The Swedish Association of Designers as a board member. Since then, we've renamed the organisation to Design Sweden, formed a rebrand project team, and are well under way.

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About the changes

The Swedish Design Association is an organisation dedicated to Sweden’s designers. An independent practitioner’s organisation founded in 1957 by members, for members. The organisation acts collectively with one voice, to drive and engage opinion around design. Our purpose is to make everyday life easier for the individual designer, and to highlight the power of design as a builder of cultural and economic value.

For over half a century we have been an axis for Swedish designers. However a whole lot has changed since Rune Monö, Carl-Axel Acking and Sigvard Bernadotte chaired the organisation in the 50’s and 60’s. The world has evolved in disruptive ways and design as discipline has developed to reflect advances in new technology and organisational practises. We have gone from confining design to the industrial space to considering it as an all-encompassing process and culture, with an ever-growing amount of job variations. Today, design is present in all companies and organisations and is an unquestioned cornerstone for all start-ups and new initiatives. From its unique vantage point—exploring and analysing emerging behavioural patterns and cultural shifts—design plays a vital part in shaping our surroundings.

We are excited to see the definition of design expand organically and are now embarking on a big change to better represent and support our members. We are moving away from the traditional model of the degree-based, national members-only organisation and re-launching ourselves as an open, international platform for designers affiliated with Sweden from across the world.

To reflect this change of perspective we are making major changes, some of the first ones being:

- Introducing a free membership
- Switching our communication to English
- Renaming the organisation from The Swedish Association of Designers to simply Design Sweden

But there is many more to come. During 2016 we will gradually begin to introduce our completely new organisation. In the meantime, we will be here answering questions and making life easier for our members, just like we’ve been doing during the last 60 years.

Petrus Palmér
Chairman of the Board

The rebrand team

Together with Design Sweden chairman Petrus Palmér, our rebrand team is growing very strong:

Ramiro Oblitas

Born in La Paz, educated in Stockholm. Studied Graphic Design at Forsbergs School, Graphic Design and Advertising at Berghs School of Communication, both in Stockholm and Graphic Design (BA with Honours) at Central Saint Martins College of Art & Design in London. Previous experience: Design Director at Winkreative; Design Director at Saturday Group, and other design studios in Stockholm, London, New York City and Barcelona. Projects of note: British Airways, Prada Sport, COS, The Future Laboratory, Björk & Berries, Nina Ricci, Aga Khan Fund for Economic Development, Bally, The Blackstone Group, Swiss International Air Lines, Moncler, H&M, Stella McCartney, The North Face, Kasthall, David Collins Studio†, Inditex, Knoll International etc. Ramiro speaks Swedish, Spanish, English and Portuguese. He regularly lectures and organises workshops on identity design and brand building. /

Göran Söderström

Swedish type designer and founder of Letters from Sweden, Göran has developed type for Tele2, VSCO, Ableton, Cadillac, Nilsson Förlag, Acne Studios, ICA, Posten Frimärken, Tictail, and Cadillac among others.

Letters from Sweden designs retail and custom typefaces for local and international clients alike. Their mission isn’t just to churn out fonts, their purpose is higher. Printed or pixelated, what drives them is clear communication in the right voice. The studio is 15 minutes from downtown Stockholm, at the edge of the woods in beautiful Björkhagen. Letters from Sweden don’t just draw letters – they teach, develop, and talk about them too, through lectures and workshops at any level of education. Their letters are from Sweden, but they’re for everyone.

Edvard Scott

Edvard is the initiator of digital design company KOD & FORM, and currently Digital director at the internationally revered design studio Stockholm Design Lab. Edvard has designed and coded for a wide range of domestic and international clients; Space Matters, Carl Kleiner, Electronic Arts, IKEA, Jonas Hassen Khemiri, Farewell, Saltkråkan, S7 and many more. Edvard values his thoughts on the in-betweens of design and technology as much as his craft.

Other team members in the rebrand process include the Design Sweden board and copywriter Richard Prime.

The board members


Petrus Palmér /

Board members

Luca Nichetto /
Jenny Theolin /
Malin Bobeck /
Dag Holmgren /
Daniel Byström /

Jenny TheolinComment