Designed and rendered
in Stockholm, Sweden

Swedish Rail’s monopoly was deregulated in 2009, with SJ quickly facing stiff competition from a variety of operators. However, the visual identity failed to reflect changing times – the company seemingly backtracking instead of moving forward. SJ’s grand vision – to get us all to take the train – was in desperate need of a personal touch.

As a part of the companies new rebranding a new unique typeface was developed, softer and more accommodating, for all channels.




In collaboration with Happy F&B and Stefan Hattenbach.

sj-nodessj_norrlandsj_advert_01 sj_responsive_2016 sj_stockholmscentral_01