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In March 2009, Sweden’s Environmental Protection Agency hosted an architecture and design competition with five invited teams to compete for the contract to create the program for a new visual identity for Sweden’s national parks. White formed a team with Happy F&B and Forsman & Bodenfors Factory and won unanimously with their entry Kronjuveler, meaning ”Crown Jewels”.

The jury’s words for awarding the White team’s submission, Kronjuveler are ”the proposal communicates with a pleasure and commitment that is contagious”. The goal of the project is to get people to not only visit and experience Swedish national parks, but to also appreciate and protect nature with interest, enthusiasm and responsibleness.

Today a star’s location on the map is a marker of a Swedish national park. As a symbol in itself, the six-sided star has tremendous graphic strength; but once it is extruded into a three dimensional object, the star transforms into a crown – the national symbol of Sweden. Gilding enforces this national symbol as a reminder and valourous protector.

Since winning the competition, White and Happy have collaborated to further develop the proposal with Hamra National Park being a pilot project for the first implementation. After further developments and fine-tuning, the new visual identity program will be eventually implemented in other national parks throughout Sweden.

Crown jewels

  • Client: Naturvårdsverket
  • Project Start/End: 2009-2011
  • Completed: 2011
  • City: Ljusdal
  • Photographer/Illustrator: Henrik Lindvall


  • Mattias Lind
  • Ulla Antonsson
  • Mattias Nordström
  • Agne Revellé
  • Magnus Bunner
  • Magnus Nellström
  • Moa Wendt
  • Björn Bondesson

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