Malmö Stad
Destination Malmö

Identity design & guidelines



Malmö, as a destination, is a hotspot for both Swedish and european tourists and companies. To invest in this thriving business even further, the city has a sub-brand called Malmö Destination, that shall be the sender in cultural and business events with “living in the region” as driving objective.


The arrow represents a geographic indication as well as the letter “D” for destination, and a brandbook was created to become a chapter in the cities vast graphic manual that stipulates when and where to use the different types of branding – with either Malmö City or Malmö Destination as main attribution.

 © 2018 Mathias Strömberg AB

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