The power of the brain is infinite and unrestrained and when we developed the new identity for Hjärnfonden we wanted it to reflect both the logical and creative part of the brain. The design concept Hjärnsläpp – Swedish wordplay on brain and setting free – was built on the juxtapositions of Grundtanke (fundamental idea) and Tankefrihet (freedom of thought). Therefore, the identity has two sides – the rational, structured, distinct and comprehensible, and the surprising, irrational and unexpected. An innovative ID that is meant to evoke curiosity and encourage conversations. An identity that, like our brain, is elastic, dynamic, unique, and magnificent.