Millions Spent on Prison Service Rebrand Sparks Internal Criticism
Sweden’s Prison Service is rolling out a modernized visual identity – including a revised logo,updated colors,and a new font - in stages beginning mid-October,encompassing everything from vehicles to email signatures. The changes, approved in March, are being justified by the agency as a necessary step toward “uniformity” and “clarity” amid organizational growth. However, the rebrand is facing meaningful backlash from within the service, with employees questioning the prioritization of the project and its cost to taxpayers.
According to a press release, the Prison Service aims to present a “clearer and stronger” image.
Internal commentary, shared on the agency’s intranet, reveals deep skepticism. One employee questioned the comparison of the Correctional Service to major corporations like Ericsson, Volvo, and ICA, stating, “Why do we have to do it? Trams! A marginally changed logo that costs taxpayers money is a highly irresponsible priority.”
Other internal reactions include: “Finally! The old profile felt like 2024,” and a sarcastic,”Feels like money well spent. There were many of us who bothered us every day on the old profile. It is important to prioritize the big problems first.”
Criticism also centered on the rationale provided for the rebrand. One employee labeled the explanations as “generic media platitudes,” adding, “The Correctional Service is always relevant, not least now, for natural reasons.” Concerns were also raised about the project’s cost, with one commenter requesting a full accounting of expenses, including technician time spent resolving issues arising from the update. Additional complaints focused on the aesthetic choices, with one employee stating, ”The font doesn’t look very serious,” and another criticizing the agency for “distinguishing its own name,” deeming it “incredibly unprofessional.” A final comment questioned the use of proper Swedish language within the agency’s communications.
The concerns were highlighted by Waste Ombudsman Philip Syren.
