Nestled between mountains, forest, sea, and the mouth of the Ångerman River, Lövvik is a small village on Sweden’s High Coast with a rich cultural heritage and a strong sense of community. Historically home to fishermen, farmers, and sawmill workers, the village continues to thrive through local entrepreneurship, outdoor recreation, and cultural events. Today, visitors are drawn to its scenic harbour, vibrant summer stage, and its location along the renowned High Coast Trail.
This ongoing project explores how visual identity can contribute to place development while preserving the unique character of a community. Working in collaboration with members of the local village association, I set out to create a visual identity that reflects the elements that define Lövvik: the mountains, the bay, the fishing harbour, and the surrounding sea.
The color palette draws inspiration from the paintings of Swedish artist Helmer Osslund, whose depictions of the High Coast landscape captured the distinctive light, atmosphere, and character of the region. Together, the visual elements create an identity rooted in both cultural heritage and future aspirations.
The central symbol was designed as a versatile mark that can be applied across a wide range of touchpoints, from signage and printed materials to merchandise, stamps, and embroidered patches. Inspired by the landscape and local history, the identity aims to create a stronger sense of belonging for residents while helping visitors connect with the place in a meaningful way.
As tourism becomes increasingly important to rural communities, a strong visual identity can help communicate what makes a place special. For Lövvik, the ambition is simple: to create something that residents can be proud of, visitors can remember, and future generations can continue to build upon.
