New looks for SBC!

The Swedish Business Council is proud and excited to launch a new visual identity! The old one served us well for many years, but it was time for a change.


During 2017 we have been working to improve the visual identity of the Council. One of the most important elements of this process has been to develop a new logotype. Assisted by Christine Mercier, freelance designer and brand expert, with many years of experience from the region, the SBC Executive Committee and team of staff have carved out the brand foundation and core values of the Swedish Business Council. These elements were then translated into shapes and colours that would make our community justice. 

The new logotype represents the unique community of SBC on many levels. The most important one being the merge between the two cultures of Sweden and our host country the UAE. The Swedish folklore and craftmanship, mixed with traditional Arabic patterns. The shapes also representing our members working together and contributing to our mutual success. The colours are inspired by the Swedish flag, and the bare nature of both countries - from the naked rocks to the deep waters. 

We were looking to find a symbol that mirrors what we are and what we stand for -  and this is it! This is what we would call Samhörighet in the UAE!

Skärmavbild 2017-11-28 kl. 21.27.07.png
Ullrika Brandberg