I found a Guardian article [1] which quotes one of the people involved: "We started to think about how it would work with different typefaces, then started m

I found a Guardian article [1] which quotes one of the people involved: "We started to think about how it would work with different typefaces, then started mood boards with different fonts and pictures – especially of old Swedish signs we'd seen from the 1940s and 50s," said Jesper Robinell, Söderhavet’s head of design. [1] https://www.theguardian.com/world/2014/nov/14/sweden-sans-designers-create-national-font https://www.theguardian.com/world/2014/nov/14/sweden-sans-de...