Visual feeling

Södra is a global player and it should be felt that we are a heavy player which is leading the development in the industry.

Södra's black, horizontal and vertical lines are not just a identity carrier. They also help to structure the information in a good way. The typography is strong in its expression. Large areas and a generous use of space contribute air and clarity. The overall feeling should be light and airy.

Södra is also personal and therefore it is important to let large surfaces with color and images take a lot of place and mix with other element forms to get the feeling of Södra. This creates a dynamic and modern feeling for Södra. Furthermore, there should be a clear message and clear entrances/teasers. Dare to prioritize and sort information away.

Summary

• A lot of air and space
• Light and easy but powerful
• Large surfaces, images and sections
• Stripped
• Dynamics in color and size