The party was founded in 1904 in the name Allmänna Valmansförbundet, lit. "Public Association of Electors" as a counter-force to the liberal and social democratic parties and to unite the right under one party as there had previously been lots of small conservative and right leaning ones.
Högern[]
1938–1952[]
There were a number of logos used under the "Högern" moniker and they differed from poster to poster.
Högerpartiet[]
1952–1969[]
LOGO MISSING
Moderaterna[]
1969–1973[]
Designer:
Carl Göran Craaford
Typography:
Times Bold
Launched:
1969
In 1969, the Rightist Party was renamed the Moderate Coalition Party, or Moderata 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 stylized M made up of five dots and four lines.
During the 1970 election, the M had a burgundy colour. This was criticized, and the logo colour was changed to a more traditional blue colour for the next election.
1973–1991[]
LOGO MISSING
1991–1998[]
LOGO MISSING
In 1991, the colour of the M is changed and the font is changed from Times Bold to Stempel Garamond.
1998–2005[]
Designer:
Unknown
Typography:
Unknown
Launched:
Unknown
2005–2019[]
Designer:
Unknown
Typography:
Unknown
Launched:
Unknown
Following disastrous results of the 2002 elections, the Moderate Party made major changes in their policies and image. In 2005, the party rebranded themselves as 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.
