Every year for the past decade, the Swedish Cancer Society has commissioned a designer to rethink the Rosa Bandet, its version of the Pink Ribbon. As it is in North America, the pinned emblem is a huge fund-raising and awareness-boosting opportunity.
For 2015, the organization turned to one of Sweden’s most recognizable design teams – the trio of Claesson Koivisto Rune. CKR came up with a pattern of a circle with a little circle inside it, a symbol of femininity and an ode to the breast. There are 20 large circles on the ribbon as a reference to the 20 women who are diagnosed with breast cancer every day in the country. October is Breast Cancer Awareness Month worldwide, and the ribbon is available for purchase in shops and businesses around Sweden.