A new visual identity — Jordsång
We've landed a new visual identity — warm earth tones, folk-poster style, a collective feel. Meet Jordsång.
After a round of sketching, we’ve landed on a visual direction we call Jordsång (“earth song”). It lives at the meeting point between Swedish folk simplicity and African warmth — terracotta, ochre, moss green on cream. Hand-stamped, warm, collective.
The colors
- Primary — Terracotta for the logo and key accents
- Secondary — Forest for supporting elements
- Accent — Ochre for small highlights
Typography
Instrument Serif for headings — a humanist serif with hand-drawn warmth. DM Sans for body text — clean, friendly, neutral.
More coming soon — posters, social cards, a whole world built around Jordsång.