Moderaterna

1969 – 1973
In 1969, the Rightist Party was renamed the Moderate Coalition Party, or Moderatera samlingspartiet in Swedish, following poor performance in the 1968 election. It was usually referred to as simply "The Moderates", or Moderaterna.

A logo was quickly created by industrial designer Carl Göran Craaford and approved. It consisted of a stylised M made up of five dots and four lines.

During the 1970 election, the M had a burgundy colour. This was critised, and the logo colou was changed to a more traditional blue colour for the next election.

1991 – 1998
In 1991, the colour of the M is changed and the font is changed from Times Bold to Stempel Garamond.

200? –


Following disastrous results of the 2002 elections, the Moderate Party made major changes in their policies and image. The party would now be called the "New Moderates" (Nya Moderaterna) to emphasise the changes.

The visual profile wasn't left out and was redesigned from the ground. The signature blue colour became much lighter. The main logo would be the party name in blue with "nya" in orange with a script font.

The M symbol took the back seat and became a less prominent symbol for the party. It was nonetheless kept and redesigned. It would now be white and always in a blue filled circle.

The party continued marketing itself as "Nya Moderaterna" in the 2010 election.