I’m proud to share that my studio directed and designed the brand refresh of Sportbladet logo. Sportbladet is Sweden’s largest Sport news brand established in the year 2000. Sportbladet believe in pink just like; ‘tutti rosa’ is La Gazetta Dello Sport brand colour.
“Float like a butterfly, sting like a bee”
Is famous sport quote on Muhammed Ali’s boxing style. It refers to the secret of winning a boxing match is all about dancing…
For a smooth and seamless ”floating” experience on mobile and to create impact on sport arenas the full name logo is key. Owning the letter ”S” in the alphabet is powerful and ”stings” in SoMe and on baseball caps.
Sportbladet logo is a part of a larger project scope with the brand refresh of Aftonbladet that my studio relaunched in April 2025.
Aftonbladet and Sportbladets new logo is developed with a holistic approach to work for all products and across all touch points. Size matters and to optimise clarity on small screens the logo is now available in sizes: S, M and L. S for mobile screen, M for desktop and L for a tabloid print logo and beyond.
The logo and logo typeface is directed by Anna Thurfjell Studio and designed together with Christian Schwartz and Greg Gazdowicz, Commercial Type.
View the full story and video: Brand refresh for Swedens largest news media Aftonbladet