Sweden Rock 2026

From first idea to new form

We received a clear brief from the very beginning. The Sweden Rock team came well prepared, with reference images, color ideas, and thoughts on the overall tone they wanted to capture. The first visual world they shared gleamed in chrome and drew inspiration from the classic comic magazine Heavy Metal – a perfect starting point. It set the tone for a style that was both nostalgic and raw, yet playful and new.

From there, we started experimenting. The visual direction quickly evolved into something that blended industrial grit with fun – a kind of retro VHS aesthetic where old anime met Guitar Hero and 80s fantasy. We tried out barbed wire, fire, and layered textures, all while keeping close communication with the Sweden Rock team to make sure everything stayed consistent and on brand.

After several rounds of development, we arrived at what would become the festival’s new symbol: a Heavy Metal-inspired sword, modeled in 3D but finished in a 2D style to preserve that hand-drawn comic feel. It became the centerpiece of the new visual identity.

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Finding the right tone

Since the new graphics and logo needed to work across so many different formats – on the web, in social media, on stage screens, and in print – technical precision and attention to detail were key. Every element had to function both as part of the whole and as a standalone piece. We spent a lot of time adjusting light, contrast, and textures to make sure the visuals held up in every medium.

Much of the process was about finding the balance between the grand and the precise. A logo that fills a stage banner also needs to look right on a wristband. That meant working at extremely high resolutions – sometimes up to 20K – to make sure every surface and every highlight felt intentional and sharp.

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Band presentations

Another important part of the project was the band presentations – a central piece of Sweden Rock’s communication. Each band has a distinct visual style, so we needed a way to bring them together within the new design system. We decided to make all the band logos monochrome with a subtle glow effect, creating a cohesive look where each band could still stand out, but within a unified framework.

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Print and Social media

What made this project especially rewarding was how well the collaboration worked. From the first meeting, we shared a common understanding of what we wanted to achieve. Sweden Rock had a strong vision, and we were given the freedom to explore and interpret it. That combination made the creative process flow naturally, without unnecessary detours or compromises.

When the band release was posted and the new logo started appearing on social media, we immediately felt that everything had landed right. There was a sense of power and authenticity in the design – something familiar, but refreshed.

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