A logo built on a shared legacy and values

When we set out to build the Canadian Chamber of Commerce in Sweden, we knew our logo had to have a greater purpose than simply to wave a banner. It had to say something about who we are and what we stand for.

As a new organisation, we have an opportunity to start with a blank page. We wanted to create something new and distinct — without the bells and whistles that can overshadow a core message. We wanted a logo that reflects the depth of the Canada-Sweden relationship and our intent: to build a community where connections, shared values and priorities translate into business opportunity. As our mission states, "Where members connect, grow and influence Canadian and Swedish business and trade."

For us, the maple leaf represents Canadian unity. It speaks to our connection to nature and embodies resilience and strength.

That same spirit of unity is reflected in Sweden's Three Crowns — a centuries-old mark of national identity and sovereign pride.

Where the Maple Leaf meets three crowns

In our logo, the eleven-point maple leaf cradles three crowns, symbolising the shared values, vision, and ambition that define the Chamber.

"Our logo brings our story into focus. It symbolizes our dual priority on both sides of the Atlantic, and is grounded in shared trust that defines successful business communities. It reflects our ambition to bring leaders together to build relationships that last.” — Katie Björk, Executive Board Member.

A special thank you to Fredrik Preisler for translating our vision into a logo that carries so much meaning.