Lerum Brand Identity

The most common approach used when tasked with developing a logo and graphic profile for a place is to isolate the one thing that the area is best known for and to use that as the base for communications. Hence the multitude of “horse” communities, or “Cities of Trees” and the like.

We chose to view the “lack” of a common denominator, or “red thread” as it is called in Swedish, as a positive reflection of the multitude of factors that defined Lerum Munincipality and used this diversity as our jumping off point. Instead of a red thread, we found many threads, each one representing its own aspect of a larger whole and ultimately building the fabric that is the Munincipality – and the base for its new graphic elements.