Since the 1880s, Stureplan has been a central hub in Stockholm, known for its rich history, unique location and dynamic atmosphere. Long a destination for business, entertainment and shopping, the revitalization of the Sture Quarter featuring exclusive offices, international shopping, new restaurants and expanded services created the need for a brand identity that reflects both its legacy and modern transformation.

In collaboration with TAM Group, Basid developed a brand platform that captures Sture’s mythical character while pointing toward the future. At its heart lies the idea “A Place of Possibilities”, highlighting Sture’s historic role as a meeting point and positioning it as a hub for future encounters, experiences and lifestyles. The platform became the compass for the visual identity and the area’s continued development.

As the district expands beyond Sturegallerian into a wider epicenter for offices, retail, dining and nightlife, a unifying identity was required. The solution was to call it simply Sture, a name both iconic and self-assured.

The challenge was to refine and modernize the identity without losing its essence. The result is as dynamic as the place itself: a bold typographic expression, a vibrant color palette led by Sture Yellow and a design language inspired by the quarter’s architecture.

A customized logotype and distinctive graphic shapes visually capture the brand idea of “A Place of Possibilities”, while dynamic layouts and motion design express constant movement, variety and opportunity across both digital and physical spaces.

More than a visual system, the identity establishes a platform for the future, enhancing the sense of a world-class destination where people gather, experience and thrive. Sture’s transformation reinforces its role as Stockholm’s ever-evolving epicenter, true to its soul yet open to new possibilities. This is an identity built to make an impact today and to adapt and inspire for years to come.