Client / Brand: SVT
Project type: CHANNEL IDENTS (branding)
Year: 2009
My role: Art direction
Scope:
For SVT1, Dallas Sthlm created a new channel identity built around the breadth of content that belonged to Sweden’s main public-service channel. The idents were designed as physical worlds, each reflecting different aspects of SVT1’s programming, while sharing one strong visual idea. Contemporary descriptions of the identity note that objects connected to the channel’s content were arranged so that, as the camera moved, the orange 1 was revealed.
For SVT1, Dallas Sthlm created a new channel identity built around the breadth of content that belonged to Sweden’s main public-service channel. The idents were designed as physical worlds, each reflecting different aspects of SVT1’s programming, while sharing one strong visual idea. Contemporary descriptions of the identity note that objects connected to the channel’s content were arranged so that, as the camera moved, the orange 1 was revealed.
Everything was created for real on set. Scenery, objects and structures were carefully designed and positioned so that they initially appeared to be part of a natural environment, but from one precise camera angle they aligned to form the SVT1 symbol.
The challenge was to make the logo feel embedded in the scene rather than added on afterwards. Each ident could therefore have its own character and represent a different type of content — while the same visual mechanism connected them into one recognizable channel identity.
The result was a series of crafted, cinematic idents where set design, perspective and camera movement became the identity itself: a physical world that transformed into the SVT1 logo when seen from exactly the right point of view.
Channels: TV
Team / Collaborators: Dallas Sthlm
