New identity, new everything

The region of Gothenburg municipal association (GR) was in need of a consistent visual identity that reflected its values and believes. An identity that mirrors the skill level and experience provided, but also showed that GR is an exciting and creative organization in constant development.


We used all the 13 cooperative municipalities and put them on the map that later on became an important pattern used in both graphical elements and illustrations to show statistics and growth. With the visual identity we want to display GR as the responsive and actionable organization it is.



The region of Gothenburg municipal association (GR) is a cooperative organization for 13 municipalities in western Sweden. Together these municipalities have around one million inhabitants. GR's mission is to promote cooperation across the municipal borders and to be a forum where ideas and experiences can be exchanged inside the region. The activities within GR will be of municipal benefit, while strengthening the region both nationally and internationally.