Opinion by Richard Baird.
Hemslöjden is a non-profit organisation that promotes craft across Sweden through courses, talks and activities. Set up in response to the advance of industrialisation, Hemslöjden has a significant 100 year history, fostering strong relationships between culture and industry to ensure the survival and development of handicraft. It is also a publisher, events organiser and acts as an umbrella for Sweden’s handicraft societies with the understanding that these, and their activities, contribute to a more sustainable way of life.
Design studio Snask worked with Hemslöjden to develop a new visual identity that would help unify a membership of over 17,000 individuals, 60 societies, 22 regional offices and 8 shops under one system, and broaden the perception of handicrafts from what the studio describe as old butter knifes and knitting to include everything made by hand.