As a part of the Interactive Art Direction course at Hyper Island we were asked to create a new brand identity for the Swedish Armed Forces.

The military service is no longer mandatory, which means the SAF needs to brand themselves as a modern organization and attractive employer for young, intelligent multi-cultural people.

Tangram, or Wisdom puzzle, is an ancient Chinese game. The objective of the puzzle is to form a specific shape, given only in outline or silhouette, using all seven pieces, which may not overlap.

The tangram puzzle is symbolic to the Swedish Armed Forces, where all the pieces of the organization is the strength. A tangram puzzle is changeable, clever and challenging. That the pieces can be redirected and formed as new shapes, states SAF as a modern, ever changing, creative organization.
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