Sveriges Radio is Sweden's public radio company. With four nationwide FM networks funded be a license fee, it dominates radio listening in the country. Last year, it implemented a company-wide rebrand that had its root in the perceived need to enforce one single name for the company.
For many years Sveriges Radio had referred to itself both by its full name and by its initials (SR). After an identity review, it was decided that the company needed one single verbal identity. It could either follow the lead of most other broadcasters and switch to an initialism that is never read out in full, or they would use the full name in all circumstances. They opted for the latter, as the full name differentiates Sveriges Radio in a crowded landscape and communicates that they are a Swedish company that does radio. An an identity overhaul was set in motion.
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