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Försvarsmakten Font: Behind the Design of the Swedish Armed Forces’ Typeface
This is not a publicly available font like Arial or Times New Roman. It is a proprietary, custom-designed typeface created specifically for the agency’s visual communication. It was developed in collaboration with the Swedish defence and security sector to project a modern, authoritative, and distinctly Swedish military image.
For digital platforms, official websites, and recruitment campaigns, Försvarsmakten uses .
While is the current standard, other fonts have been used for specific military purposes: försvarsmakten font
Prior to adopting a custom font, the Armed Forces likely used standard system fonts. However, a unique typeface offers several strategic advantages:
Moving away from standard governmental fonts to a bespoke design. 2. Inspiration and Design Philosophy The designers drew inspiration from two main sources:
The adoption of a custom typeface is part of a broader "digital-first" strategy, aimed at breaking stereotypes and revealing the true nature of the workplace and its people. Försvarsmakten Font: Behind the Design of the Swedish
: The design aims for a balance of "modernity and timelessness" to provide a contemporary yet legible expression across different platforms. Other Historically Significant Fonts
Frequently utilized for headlines to convey authority and strength.
: The font was inspired by typical military environments and Scania Grotesk , an old typeface found in a Swedish specimen book from the Berlingska Stilgjuteriet foundry. professional employer". Highly legible across digital
Unlike "Sweden Sans"—the national font of Sweden which is available for public use—. It is not authorized for general public use or commercial purposes, protecting the uniqueness of the military's visual identity. Re-designing the Swedish Armed Forces - Försvarsmakten
It helps transition the brand perception from "rigid bureaucracy" to "modern, professional employer".
Highly legible across digital, print, and tactical applications.
Following the transition from conscription to a professional military career, the Swedish Armed Forces needed to attract a new generation of recruits. They needed to move away from the perception of being a rigid, old-fashioned governmental institution. The branding team sought to create a type family that was: