Swedish Forest Industries Federation by BVD, Sweden4 March,2016
Opinion by Richard Baird.
With the intention of better communicating the endless possibilities of the forest, the concept of Bioeconomy and a commitment to a sustainable future, Skogsindustrierna, the representative of the Swedish pulp, paper and woodworking industries, worked with Scandinavian design studio BVD to help move them away from a complicated tonality and give their communication a clarity, focus and accessibility.
With this in mind, the studio created an identity and communication platform that presents the forest in a fresh and unconventional way. This included a new and concise approach to tone of voice, expressed through a consistent use of Futura and clear speaking and compelling videography, image contrast, a light and contemporary colour palette, the utility and technological undertone of monolinear icons, and the innovative and sustainable qualities of FibreForm in print.
BVD’s approach, although leveraging a very familiar and thoroughly current combination of geometric type, pastel colour and monolinear iconography, feels well-suited to an open, innovative but accessible and conscientious organisation. These assets are well-resolved, appropriate and communicatively concise.
Photography effectively touches upon the relationship between raw material and product through contrast and form language (the organic and the manufactured), which is visually distinctive, while materiality, innovation and sustainability comes through well in substrate selection and a blind emboss print finish.
This finish, alongside image, brings a neat layer of texture and detail to a Scandinavian simplicity which also proliferates the video work through a clear and plain speaking mix of words and the rich natural detail of moving image. More from BVD on BP&O.
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