Jacobson Vellinga Design

The Real GroupGraphic identity and communication programme, 2007–2014

The Real Group is a professional a cappella ensemble from Sweden, in constant development since formed twenty fours years ago. Today The Real Group is one of the leading forces in the world of vocal music. The task of developing a new graphic communication concept was a joint venture working together with copywriter Björn Rietz. By giving the word Real a unique shape we gain ownership of it which allows us to utilize it as a creative vehicle, pointing to our brand name The Real Group every time the word Real is written. The assignment included a new logo and graphic identity concept including stationery, posters, advertising, website, CD covers and other promotional applications.


Real Japan cover design 

The Real Vocal Festival 

Bjorn is a real fan 

Album cover design 



Christmas business