National Association of Swedish Handicraft Societies (SHR)
Identity for Sweden’s assocation for brilliant people working with their hands!
The Swedish Handicraft Association have been around for more than 100 years. With over 17 000 members, 22 regional offices and 8 retail shops they had a big challenge to gather everything under one name and one brand.
We changed the associations of Swedish Handicraft from old butter knifes and knitting into everything made by hand, thus creating something modern but with a rich history of knowledge and experience. We made a logotype, that could be made by hand flat on a surface as well as built up by any material, as well as an graphic identity. The whole organisation chose to join under one brand in 2013 where all the 60 board members made the wave for the new identity.