The Opportunity

Strengthening a Widely Recognized Authority.

Skatteverket is a Swedish government agency responsible for collecting taxes and managing public sector financing. Every adult in Sweden interacts with Skatteverket, particularly during the annual tax declaration period. This was my thesis project, created together with a fellow student. Although the project is fictional, it was developed with a high level of realism. We consulted with Skatteverket's own designers and marketing department to gain insights into their current visual identity and brand values.

Why a visual rebrand?

Skatteverket's visual identity has remained largely unchanged since the 1990s. But in the past 30 years, both society and the way we communicate have changed a lot. For this project, we focused on young adults (18-30), since they're the generation now starting to interact with the agency. Our survey showed that they see the current identity as outdated, boring, and a bit distant. At the same time, they also described it as trustworthy and reliable, two qualities we knew were important to keep.

The goal

We set out to create a refreshed visual identity that feels personal, trustworthy, and approachable. Skatteverket expressed a clear desire to be seen as a helping hand. They also wished to express a tone of inclusivity and friendliness, making sure everyone feels welcome and understood in their communication.

The New Visual Identity

Personal & Proffesional

After a design process that included research, user interviews, moodboarding, sketching, and multiple rounds of iteration, we developed a new visual identity tailored to the needs and expectations of the target group. In the updated visual identity, our focus was on creating a cohesive concept where shapes and colors could be applied consistently throughout the entire brand. Our goal was to convey a sense of joy, friendliness, and clarity, without compromising the feeling of trust that the target audience already associates with the agency. Based on an interview with the marketing team at Skatteverket, we developed a profile that we believe could realistically be implemented and well-received internally.

The Results

To evaluate the result, we conducted qualitative interviews with our target group. The evaluation shows that the new profile is perceived as modern, personal, and engaging, while still maintaining a sense of trust and reliability. All participants stated that they preferred the updated identity and believed it would lead to a more positive perception of the agency if its visual identity were updated.

Logotype

From our research, we learned that the current symbol represents the country's money flow. The three parts of the triangle once stood for the agency's three main areas: taxes, population registration, and debt collection. Today, only the first two remain, so the logo no longer really reflects what the agency does. The new symbol is made up of one large circle and one smaller circle, connected together. The large circle stands for society, and the small one for the individual. It's about being part of a whole, every person matters, and we all work together for a well-functioning society. We kept the design simple so it would stand the test of time and work in all kinds of sizes and contexts. Using just one color keeps it clean and adaptable. We went with a blue shade for its high contrast against white (better than yellow) and for its professional, modern feel. There are two versions of the logo, so it can be used in different situations, and the symbol also works well on its own for smaller formats like social media.

Color palette

To preserve brand recognition, we kept the classic blue and yellow in the palette, but refreshed them with more vibrant, modern tones. We added an extra blue tone for variety and playfulness, and introduced a soft cream background to make the overall feel warmer. Even the black is slightly softened to keep things approachable. High contrast was a priority throughout to make sure the design is accessible and easy to use for everyone.

Typography

For the typography, we went with a mix of sans-serif and serif fonts to keep things both modern and trustworthy. Outfit is used for the logo, some headlines (like on the website), and body text. It's clean, easy to read, and has a geometric look that ties in nicely with the rest of the design and shapes. To add a bit more warmth and credibility, we paired it with a serif for certain headlines. Minion Pro feels soft and approachable, but still classic, helping balance the youthful vibe and making the overall identity more interesting and dynamic.

Graphic Elements

To maintain a consistency throughout the identity, we developed visual elements made up of various geometric shapes. Similar to the logo, a larger shape is paired with a smaller one to symbolize the individual and society. These shapes come in different geometric styles and are presented in our chosen primary colors. To add a pop of color and playfulness, smaller colored circles are also used alongside the shapes.