When Sweden takes over the Presidency of the EU for six months starting on July 1, 2009, it will be represented by a new “S” logo, which seems to be inspired by the cartoon character Superman’s emblem.

Instead of the motto “Truth, Justice and the American Way” which inspired the super-hero from Krypton to heroic feats, Sweden will in its role as EU-president concentrate on more modest virtues: “Openness, effectiveness and dialogue.” More Clark Kent than Superman, in other words.

Each nation puts their own flavour on the rotating EU presidency with a special visual identity. When France was the EU President from July to 31 December 2008, for example, the logo combined French and European flags. The symbol seemed to say that France would show the way forward for a united Europe.

The Swedish government says its watchword in the process of developing the logo has been “openness, dialogue, a nearness to everyday life, the climate and light.” I suppose the round shape is meant to suggest the planet earth, a allusion to the threatened climate. The blue and gold colours, of course, are a reference the Swedish flag. But what does the “S” represent, more than the name of the country?

The S” on the super-hero’s shirt and cape stood for Superman, Stopping Crime and Saving Lives. Not only that, but it was also the symbol of Superman’s family house in outer space, on Krypton. The press release from the Swedish government doesn’t present any explanation for “S” on its EU Presidency logo, which was developed by the Bacon PR-bureau. Therefore, I propose that the “S” on Sweden’s EU presidency logo can stand for “Sex, Solidarity, and SuperSweden.” The government can have that suggestion from me absolutely free of charge.