One purpose of the new brand identity for Sweden was to replace the many fragmented

organizational identities of Swedish ministries, agencies and corporations with one

integrated visual brand identity system, to unambiguously represent Sweden in the
world, Soderhavets Erik Lidsheim told me in an email, noting that the font is only used for
the countrys international communications.* In that sense [its] more or less doing the
same job as any corporate brand identity.
So Sweden has a national font to broadcast its identity to the world. Should the U.S.?
This is so fun! We should have a national font, said one Slate-ster. What would it look like?
Should it be serious or ironic? To me the jokier American flags and eagles and guns route
is the way to go with this. Also it should allow no font size below 24, said another.
I think the idea of a national font is creepy. And as a post on Matter points out, nationalism
and fonts have dark historical echoes, such as Blackletter, the thick, Gothic lettering that
appeared in 12th century Europe and ended up synonymous with the Third Reich.