A modern, international university in Småland

    On 1st January 2010 to major Swedish universities, Växjö University and the University of Kalmar, merged to form Linnaeus University. The new young university is a modern, international institution full of curiosity, and with a distinct and strong position in society. Linnaeus University has approximately 31,000 students in 150 degree programmes and 2,000 single-subject courses. And with a staff of 2,000 the University is one of Småland’s (southern Sweden) largest employers.

    When the new university opened to students it did so with a new identity. Stockholm Design Lab were assigned to develop the brand strategy, comprehensive identity program and the communication campaign for the new university. The identity we helped to create drew on the heritage of Carl Linnaeus (1707-1778). His illustrations, publications and life values became the foundation for the new identity, and in his oldest known publication there’s a sketch – made during his time as student in Småland – that became the inspiration for the new university symbol. The strong Småland heritage was matched with a bold color scheme and distinct typographic identity in order to give the Linnaeus University a clear profile, as the modern, international university it is today.