Numbers are up for the champions of statistics

The people behind the numbers


Statistiska centralbyrån (SCB) is a government agency responsible for producing official statistics regarding Sweden. That may sound a bit dry. But it’s actually quite fascinating. Because the interview and survey results that SCB presents often become the data that our country’s decision makers base their decisions on. So, in a way, the statistics are the people’s voice. Now, isn’t that beautiful?

Making statistics accessible


SCB has been around for a while, and the years have not been kind to the visual identity. It felt dated, incoherent, and didn’t live up to what is expected of a brand of our time. This was becoming a real threat to the organization, as its mission depends on everyday people being interested in and participating in its interviews and surveys. And, the numbers were in fact dropping. Fast. Something had to be done.

From impractical to powerful


In addition to feeling old and tired, the existing visual identity was just impractical. The logotype was optimized for stationary, making it almost impossible to work with in digital channels or on a small screen. Typefaces and colors were too subtle to get any attention in today’s noisy world. There were opportunities for improvement in social media. And so forth. You get the picture.

If you could keep only one thing…


After our initial research, followed by a series of workshops, we started piecing the new identity together. We knew there were going to be a lot of changes. So, we decided to keep the one thing that most people recognized – the logotype. We pretty much just simplified it and made it work in digital channels. A polish, if you will. After that, we rolled up our sleeves for real…


The big picture. And the small.


The new identity had to grab your attention, while at the same time inspire confidence. Also, we wanted to somehow put the numbers in focus. This was a bit of a balance act, as we developed an energetic, new color palette, a flexible way of working with graphs and infographics, unique icons, and a characteristic yet practical image style that portrays single individuals as well as the country as a whole – and everything in between.

From information to communication


The new identity was instantly put to use. We did the UX and the UI for the new website. We developed the visual style and templates for social media. We did banners, printed ads and brochures. Signage, event material, rollups and swag too. A little bit of everything, really. From dry and informative to colorful and communicative. The whole range. And, the new identity carried it all.

Numbers go up up up


SCB is a big organization with a lot of different people with different needs and different opinions. Developing a single, unifying visual identity wasn’t easy. But we succeeded. Implementation is already at full speed. People are engaged. Involved. It’s on. And, we are eagerly awaiting the first report and graph, showing the numbers go up up up.


  • Visual identity

  • Iconography

  • Motion design

  • UX/UI design

  • Social media concept

  • Guidelines


  • Design templates

  • Office templates

  • Reports and brochures