A close collaboration between the Swedish Court, Sweden Post and the design agency, Destrito, laid the groundwork for the issued minisheet. The jubilee and the King are in the spotlight, but heirs apparent to the throne, Crown Princess Victoria and Princess Estelle, hold a prominent spot.
On September 15, 1973, King Gustaf VI Adolf passed away and Sweden gained a new Head of State, Carl XVI Gustaf, who is the seventh monarch in the Bernadotte dynasty.
This year the 40th anniversary of this historic event is being celebrated throughout the country. As part of the jubilee, the Royal Couple was travelling to all of Sweden's counties and arrived in Varmland and county seat Karlstad on the same day as the stamps are issued, August 22.
The stamp-proofs are the King's monogram, a portrait photo of the King in left profile – the classic pose on stamps with the monarch's picture – and a previously unpublished photograph of the King and heirs apparent Crown Princess Victoria and Princess Estelle.
The stamps are framed by a pattern of crowns and stars at regular intervals against a subdued blue background, which is the main part of the graphic profile designed specifically for the jubilee year.