Advice from the jury

• Your poster should have a clear and simple message. Remember the most important advice: A poster must be clear and understandable even when it is printed on a match label.

• We are looking for posters with a strong, visual and simple message.

• The text on the poster must be only:
"Come to Sweden" or "Summer in Sweden".

• You are a poster artist with a personal touch. It should therefore be visual and stylish – and perhaps humorous?

• Recognition is important. Please consider having people and faces in the picture.

• Love your letters! Use well-thought-out and professional typography. The jury values ​​this highly.

• Be authentic. If you place objects in the poster, make sure that you can actually come across the objects also in real Sweden. No polar bears, please.

• Remember: Summer in Sweden is of course much more than the classic Dala horses. Therefore, try to find new symbols for the country.

• We love to travel climate smart and we would like to see posters that encourage it. Here are some inspiring keywords: Train & bicycle, nightlife & city life, paddling & sailing, hiking & running, national parks, etc.

• You obviously do not use any commercial elements, such as trademarks, in your poster. And no offensive, racist or nationalistic overtones or other objectionable elements may be included in the poster. Such posters are disqualified.

• What we are looking for are positive, happy, posters where the only "ideology" is the joy of traveling and discovering Sweden.

• Today, most poster artists only use computer drawing programs. But you are also welcome to work in a classic way or why not mix digital with craftsmanship?

• The use of AI to create your image is strictly prohibited.

• Unfortunately, we do not accept photo posters or photo collages.

The jury assesses the posters based on:
• Functionality as a travel poster
• Originality
• Artistic execution

To summarize ... Our most important tip is really: Surprise us - and concentrate on one message!

Please visit cometosweden.se (classic Swedish posters) for inspiration. And see how classic posters today become a natural part of your interior design. But remember, you don't have to 'copy' vintage style to make it in this competition. We are looking for expressions for Sweden in 2025.

Please remember to read the contest rules and terms in full!