Trollbäck Helps Rebrand SVT


New York, NY – International creative studio Trollbäck + Company recently unveiled a new look for Swedish children’s channel SVT Barnkanalen. Featuring a brand-new logo, the vibrant rebrand and graphics package includes all-new station IDs, transitions, bumpers and lower-thirds. Trollbäck + Company provided graphics, animation (2D & 3D) and live-action production for the project. SVT Barnkanalen marks the culmination of a new era of Swedish Public Television (SVT), with T+Co serving as the creative agency that helped reimagine the overall SVT brand.

The challenge with Barnkanalen was developing an on-air look that would appeal to children ages 3-11. The solution was found in modern designs that felt fun and young. T+Co’s design cues included Alice In Wonderland, Alexander Girard’s textiles, and Eames’ architecture. The Barnkanalen IDs revisit the vibrancy of other recent SVT channel rebrands with its brightly colored shapes and patterns that represent the variety Barnkanalen offers in children’s programming. The studio shot slow-motion footage of network personalities jumping on trampolines and completed greenscreen comps for the backgrounds. Another important component of the project entailed creating a flexible system that allowed SVT to repurpose the content in the future for a broad range of IDs at virtually any length.

“We wanted to shake up the perception of public service TV with this rebrand,” says Executive Creative Director Jakob Trollbäck, who collaborated closely with SVT executives to further broaden the network’s viewership among a diverse cross-section of Swedes. “SVT’s viewership is high but skews older, so we developed an identity that would attract a younger audience without excluding viewers, while also retaining the individuality of each channel profile.”

For the entertainment-focused SVT1 and the largest station in the portfolio, the IDs feature balloons, croquet balls, and amusement parks, reflecting the colorful experiences of everyday life as seen through the lens of public television.

The STV2 IDs recall the station’s news and somewhat more culturally focused programming, with captivating scenes exhibiting both man and nature’s wonders. At each ID’s conclusion, elements from the scenes gracefully incorporate into the logo’s signature curved “2,” representing the outside world STV2 encapsulates.

The color-saturated theme carries over to SVT24. Dedicated to first-run replays of SVT1 and SVT2 broadcasts, the presentation is a flurry of images symbolizing a digital library.

The knowledge and learning channel – Kunskapskanalen introduces a new logo that is as friendly as it is bold. Design-wise, the box-shaped “K” represents the biggest design overhaul among the five channel logos T+Co redesigned. The Kunskapkanalen IDs feature 3D treatments of the “K” integrated with program footage and imagery such as a tunnel, fish, flag and more. The result is a window into fascinating worlds of programming, conveying the station in its truest sense.

“We really love that the “K” drives navigation and can also become a 3D object,” remarks Trollbäck. “The logo is very flexible for transitioning in and out of promos, presenting menus and tune-ins, and sliding content out for lower-thirds. It all comes from this one system we designed.”

For Jakob Trollbäck, the project marked a return to his native Sweden roots where his diverse artistic career took off as designer and DJ in Stockholm. “It was great to do a project that combined two of my primary creative passions, which are so deeply rooted in Sweden. I’m always one to emphasize the importance of music in a rebrand, so we turned to New York-based audio creative studio Antfood to dial in sonic moods that complement each station in the portfolio.”