Overview

Teh ‍Swedish prison and⁣ Probation Service (Kriminalvården) has launched a new ​graphic profile‌ at a cost of SEK 3.1 million, excluding internal staff time. This update, approved in March, encompasses a⁤ modernization of the agency’s visual identity, including colors, fonts, and application across all materials – from ⁢vehicles and signage to ‌digital templates.

Details of the‍ Expenditure

The SEK 3.1 million‍ budget ⁤covers the external costs associated with the‌ graphic profile update. Though, the agency acknowledges a significant internal investment of staff time. Kristina ⁢Wallmo, section manager at ‌the communications department, estimates this⁤ internal effort equates to a full-time position for one year -‌ approximately 1600 hours – distributed among several employees in various roles. This includes contributions from a steering group, a reference group, and a working group.

separately, a national recruitment ⁣campaign, running during weeks 42-44 (October⁣ 16th – November 3rd, 2025), is leveraging the new graphic profile. This campaign, prominently featured in the Stockholm subway system, has a budget⁤ of SEK 5.5 million, funded from the recruitment budget, not the graphic profile⁤ budget.

rationale for‌ the Update

According to a press release from the Prison Service, the update aims to “modernize” the ‌agency’s visual ‍identity.Specific ⁤changes include making colors ⁣”clearer⁢ and stronger” ‌and developing a unique⁤ font. The⁢ rollout ‌is phased,beginning in ⁢mid-October,and will encompass a ‌wide​ range of materials,including ⁣vehicles,flags,signs,templates,screensavers,and​ email signatures.

Impact and ⁢Next Steps

The updated‌ graphic profile will be ⁢visible across all of the Swedish Prison and Probation Service’s operations. The concurrent‍ recruitment campaign utilizing the new ​profile suggests a strategic effort to attract ​qualified personnel. The agency will likely ‍monitor public