What Svenska Tecknares does

Svenska Tecknare (legal name Föreningen Svenska Tecknare, organisationsnummer 802003-4495) is a Stockholm-headquartered non-profit trade union association (ekonomisk förening) representing approximately 1,500 visual creators in Sweden, including illustrators, graphic designers, comic artists, game artists, and motion designers/animators. Founded in 1955, the organization is governed by a member-elected board chaired by Josefine Engström and operated by a six-person staff covering administration, legal advice, fee advisory, and communications. Svenska Tecknare delivers its services through regional sections (ST Syd in Malmö, ST Nord in Umeå, ST Väst in Göteborg) and specialized sections (GF-grafisk form, Bildberättande).

The organization's core offering is a subscription-based membership bundle comprising legal advice and contract review (Juridisk rådgivning), fee negotiation guidance (Arvodesrådgivning, also offered to non-members), a 50%-discounted course catalogue (Kurser och kompetensutveckling), the quarterly Tecknaren magazine, a member-only digital platform (Svenska Tecknare Play), the Kolla! annual competition, and the professional handbook "Konsten att leva på det vi gör." A growing strategic layer consists of standards-setting work on AI: an official AI policy position adopted in 2023, 10 AI principles for commissioners launched in November 2024, and 10 AI principles for visual creators launched in February 2026, alongside active participation in national policy forums such as Kultur i Almedalen in coalition with Föreningen Svenska Tonsättare and Sveriges Författarförbund.

Commercially, Svenska Tecknare is a pure subscription model with three published monthly tiers—166 kr for regular members, 25 kr for students, and 55 kr for pensioners—of which a portion of the service fee is tax-deductible for self-employed members. The union is also a recognized copyright royalty distributor via Kopieringsfonden and maintains international affiliations in ICOGRADA, Nordisk Visuell Kommunikation, and the European Illustrators Forum. No equity funding, M&A, or revenue is publicly disclosed; the organization has remained a member-controlled non-profit throughout its 70-year history.

Name

Svenska Tecknares

Legal name

Föreningen Svenska Tecknare

Website

https://svenskatecknare.se

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

1–10 employees

Short description

Svenska Tecknare is a Stockholm-based, member-owned non-profit trade union representing approximately 1,500 Swedish visual creators—illustrators, graphic designers, comic artists, game artists, and animators—delivering legal advice, fee guidance, training, and AI-policy advocacy since 1955.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership fees: Svenska Tecknare generates revenue primarily through membership fees. Regular members pay 166 kr/month (1,992 kr/year), students pay 25 kr/month (300 kr/year), and pensioners pay 55 kr/month (660 kr/year). A portion of the service fee is tax-deductible for self-employed members.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Svenska Tecknare is a member-funded trade union association that provides Swedish visual creators with legal advice, fee negotiation guidance, professional development courses, advocacy on copyright and AI policy, a quarterly magazine (Tecknaren), and community networking through regional and specialized sections. The organization represents approximately 1,500 illustrators, graphic designers, comic artists, game artists, and motion designers, and operates the Kolla! annual competition and Svenska Tecknare Play digital platform as member benefits.

Product overview

Svenska Tecknare is a trade union for visual creators that offers a unified membership service combining advocacy, professional development, and legal support. The core offering centers on membership benefits including legal advice, fee advisory services (Arvodesrådgivning), and the handbook "Konsten att leva på det vi gör." The organization also publishes Tecknaren magazine (4x annually), runs the Kolla! competition, provides courses with member discounts, and maintains the Svenska Tecknare Play digital platform. AI-related offerings include published AI principles for best practices.

Differentiator

Problem solved

Functional benefit

Brands

• Tecknaren: The association's magazine for illustrators and graphic designers, published four times annually.
• Kolla!
• Svenska Tecknare Play
• Löken!

Products and services

• Svenska Tecknare Membership Trade union membership for Swedish visual creators (illustrators, graphic designers, comic artists, game artists, motion designers) providing legal advice, fee advisory, courses, magazine, and community belonging at 166 kr/month for regular members, 25 kr/month for students, and 55 kr/month for pensioners.
• Konsten att leva på det vi gör (Handbook) A reference handbook for visual creators covering copyright, negotiation, quotes, contracts, and invoices as a guide for professional practices in illustration and graphic design.
• Tecknaren Magazine Quarterly magazine for illustrators and graphic designers published four times annually and included in association membership.
• Kolla! Competition Annual competition for visual creators organized by Svenska Tecknare, free to enter, focused on showcasing creative work across illustration and graphic design.
• Svenska Tecknare Play Digital media platform offering on-demand content for members of the association.
• Svenska Tecknare AI Principles Ten published AI principles covering sustainable market use (for commissioners) and guidance for visual creators, addressing copyright and AI training concerns.
• Arvodesrådgivning (Fee Advisory) Fee advisory service providing guidance on pricing and market rates for visual creator assignments, available to both members and non-members.
• Juridisk rådgivning (Legal Advice) Legal advice service for members including contract review and legal assistance on copyright and assignment terms.
• Kurser och kompetensutveckling (Courses) Professional development course offerings specifically designed for visual creators, with members receiving 50% discount.
• Löken! Scholarship Annual scholarship awarded by Svenska Tecknare to visual creators, with the 2026 award of 300,000 kronor going to Ida Björs.

Quantifiable outcome

• 42% of visual creators report losing work to AI in 2025 (survey), up from 30% in 2024 - highlighting the growing need for union representation.
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• ICOGRADA (International Council of Graphic Design Associations)coreOthers · 1 January 1955Svenska Tecknare is a member of ICOGRADA, the International Council of Graphic Design Associations. This membership provides international networking and representation for Swedish visual creators in the global design community.
• Nordisk Visuell Kommunikation (Nordic Visual Communication)coreOthersNordisk Visuell Kommunikation is a network composed of sister organizations in Nordic countries (Denmark, Finland, Norway, Sweden). Svenska Tecknare participates in this regional cooperation to support visual communication professionals across Scandinavia.
• European Illustrators Forum (EIF)minorOthersSvenska Tecknare is a member of the European Illustrators Forum, a network for European organizations representing illustrators, providing peer support and cross-border advocacy for the illustration profession.
• Föreningen Svenska TonsättarecoreStrategic or Co-development PartnerSvenska Tecknare collaborates with Föreningen Svenska Tonsättare (Swedish Society of Composers) on joint advocacy initiatives, including panel discussions at Kultur i Almedalen on AI regulation and copyright issues affecting creative professionals.
• Sveriges FörfattarförbundcoreStrategic or Co-development PartnerSvenska Tecknare partners with Sveriges Författarförbund (Swedish Authors' Union) for joint events and advocacy, including the panel discussion 'Om ni stod i våra skor...' at Kultur i Almedalen addressing cultural policy and AI issues.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Society of Illustrators: US-based professional organization for illustrators running membership programs, exhibitions, competitions, and advocacy — a direct analog to Svenska Tecknare's Kolla! competition, Tecknaren magazine, and lobbying on creators' rights.
• Illustrators Guild: US-based illustrator advocacy organization focused on contract rights and fair payment; structurally aligned with Svenska Tecknare's contract review and Arvodesrådgivning (fee advisory) services.
• Alliance Graphique Internationale (AGI): International network of leading graphic designers and graphic design educators; comparable to a higher-prestige tier of membership organizations for visual creators and a relevant peer for international advocacy.
• Association of Illustrators (AOI): UK trade body for illustrators providing advice, contracts, fee guidance, and advocacy; structurally almost identical to Svenska Tecknare's mix of legal advisory, fee guidance, and community services for working illustrators.
• AIGA (American Institute of Graphic Arts): US-based professional membership association for designers; the most direct international analog in terms of mission (advocacy, professional development, community for visual creators) and revenue model (individual membership dues).
• ico-D (International Council of Design, formerly ICOGRADA): Global federation of design associations; Svenska Tecknare is itself a member. Functions as a network-of-unions, providing cross-border advocacy and policy representation for national design/illustration bodies.
• Illustratörcentrum: Sweden-based illustration agency and representation hub serving the same Swedish illustrator pool; multiple Svenska Tecknare staff and board members (Lisa Engström, Josefine Engström) previously worked at Illustratörcentrum, making it the closest domestic peer.

Broad incumbents

• D&AD: UK-based design professional body that is broader in scope (encompassing advertising and design beyond illustration) but operates an overlapping model of paid individual membership, professional awards, and industry advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebooksv-se.facebook.com/SvenskaTecknare
• LinkedInlinkedin.com/company/svenska-tecknare
• Instagraminstagram.com/svenskatecknare
• Xx.com/svenskatecknare

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Svenska Tecknares