We paired the Swedish words Lagom and Vänis to produce a unique name that would symbolize our concept of tranquility. Lagom is a Swedish word and literally translates to “just the right amount” or “not too much, not too little”. The word is also translated as “moderate”, “balanced”, “perfect-simple”, ideal”.The word Vän is also a Swedish word and means friend, which refers to those visiting who will unite, become friends, and eventually form a community of people with a similar mindset.Inspired from concepts of balance, tranquility and moderation, the visual identity for Lavän seeks to minimize the unnecessary without compromising functionality. This concept plays an integral role in the foundation of the logo, which clearly spells out the name with minimal effort. The crisp angles, thin lines, and absence of unnecessary crossbars or additions pays homage to the idea that less is more and proves to be unstrikingly and effortlessly Scandinavian in style. For those who connect with the brand on a deeper level, concepts such as the mountains and the lake are evident within the logo’s A-V-A letters.