Rethink
Hjärnfonden
Brand strategy
Brand identity
Typeface design
Illustrations
Motion
Hjärnfonden (The Swedish Brain Foundation) is dedicated to funding research and raising awareness about the brain and its related diseases, injuries, and disabilities. For the first time in 30 years, Hjärnfonden embarked on a search for a new brand identity. The brief simply stated that the new brand identity should be innovative, standout, and cost-efficient to implement.
Strategy informs identity
The brain’s power is infinite and unrestrained; thus, when developing the new identity for Hjärnfonden our aim was to represent both the logical and creative parts of the brain. As a result, the identity embodies two sides: the rational, structured, distinct, and comprehensible side, as well as the surprising, irrational, and unexpected side. The purpose of this innovative identity is to spark curiosity and encourage dialogue. This identity, much like our brain, is elastic, dynamic, unique, and magnificent.
Few but hardworking elements
The new logotype, featuring an acronym symbol, conveys a powerful sense of trust and responsibility, reinforcing the foundation’s credibility. The distinctive custom display typeface stands out, raises awareness, and enhances the identity’s duality. Combined with a playful and intelligent collage style for visuals, the result is an expressive, adaptable, and cohesive identity that comes to life.
The impact
The identity has not only received global acclaim and won numerous international design awards, but it has also elevated the awareness of Hjärnfonden and its work to a new level. New talent, attracted by the revitalized identity, cites it as a significant factor in their decision to join the foundation.
