Common is a Swedish menswear fashion brand, who manufacture their whole collection in Sweden, nuturing the textile and craft industry. Inspired by national representation the brand identity was developed using everday objects found in Sweden. The logo evolved from the road sign typeface Tratex designed by Carl-Gustaf Gustafsson. For each collection Common aims to collaborate with other Swedish artists or designers. A symbol system was generated in order for each collaborator to create their own identity within the brand. www.commonaffairs.se