Identity grounded in journalism

Göteborgs-Posten, the largest daily newspaper in the city of Gothenburg and one of the biggest in Sweden, needed to find a shared look for all meetings with readers in all formats and channels. The new identity focuses on quality journalism and an all-new newspaper design contributes to a better reading experience.


The newspaper’s different formats had over time developed independently of each other, and readers got a very different experience from the online and the paper edition. Campaigns, ads, other marketing materials and events all had their own look and feel. During 2017-2018, we developed the brand strategy of Göteborgs-Posten (GP) with the overarching goal of centering quality journalism. The existing design did not live up to these demands – the packaging was not mirroring the actual quality of the content.


The new design must have a shared DNA for all materials, including both the digital and paper editions of the newspaper. The visual identity and design solutions must all take the newspaper content as their starting point. Journalistic quality is also about making complicated series of events and good stories accessible – and the task of design is to further that accessibility and enhance the reading experience.


GP has an all new identity for all channels. With the goal of making all material feel like a high-quality journalistic product, the design draws on classical newspaper looks. Both the online and paper edition have new, cleaner and more streamlined design that helps guide readers to different types of content. Two completely new typefaces have been drawn especially for GP.


The new newspaper design has a modern feeling with a lot of character, that reflects the quality of the content. The new identity ensures a consistent experience of high quality wherever you meet GP – in the paper edition, online, at an event or in ads and campaigns.

New typefaces

Two completely new typefaces where developed especially for Göteborgs-Posten by Letters from Sweden. The inspiration comes from the Dutch typography tradition where some of the most used newspaper typefaces have their origins in the 1600s – just like the Dutch city plan that Gothenburg is built on. In Gothia Sans and Gothia Serif, strong characteristics from Dutch antiquas are integrated in modern typefaces with a Scandinavian design style.

Editorial products

Both the paper and online edition of Göteborgs-Posten have a new design with a more modern feeling that centers the quality of the content and guides readers to different types of content. Wherever you meet the editorial team’s effort, it’s recognizable.

Communication and identity

All of Göteborgs-Posten now has a shared visual identity. In all communication and materials there is a close relationship to the editorial core offer.

Gothenburg, Sweden

Göteborgs-Posten is the largest newspaper in Sweden’s second biggest city, focused on local quality journalism across all channels. It is a part of the media group Stampen together with 13 other newspapers.

We did

  • Branding
  • Webdesign
  • Support in newspaper design
  • Animation concept