Pressbyrån lops off its logo for freedom
For its annual collaboration with Reporters Without Borders, the Swedish convenience store chain bisects its branding – making a bold statement for World Press Freedom Day.
)
Created by Åkestam Holst NoA, this innovative campaign sees Pressbyrån conflate half of its logo with impactful images of journalists in war zones.
Pressbyrån has more than 300 locations across Sweden and was founded in 1906 to distribute newspapers – so has always been rooted in journalism.
On World Press Freedom Day, last Saturday, it partnered with Reporters Without Borders to send a powerful message replacing half its logo with real images from the frontline showing journalists in the line of fire.
The images were executed in collaboration with photographers Abbas Momani, Jaafar Ashtiyeh, Abed Zagout, and Mohamed Asad, whose image above shows a journalist amid flames in Gaza, during Israel's attack on Palestinians during protests along the Gaza/Israel border.
The campaign was launched in parallel with the Reporters Without Borders' 2025 Press Freedom Index, a report that shows a historic low in press freedom and journalist conditions.
Free speech is under attack, with a record number of journalists killed in conflict zones. To aid the dissemination of impartial news, the brand offered half-price newspapers, with part of the proceeds going to support and provide protective equipment to vulnerable journalists.
The campaign website has more information, along with testimonies from some of the reporters under fire.
Photographer: Abbas Momani. Ahead of International Women's Day, a female journalist flees tear gas while covering clashes at a demonstration in the occupied West Bank.
Photographer: Abed Zagout. Journalists gather in Khan Yunis, Gaza, at a funeral ceremony in November 2023 for Palestine TV correspondent Mohammed Abu Hatab, who was killed along with several family members in an Israeli airstrike.
