The postal service in Sweden announced that they are issuing a rainbow flag stamp to honour diversity, LGBT pride, and reflect “modern Sweden.” The new postage stamp is succinctly called Pride Flag, or Prideflaggen in Swedish.

PostNord, the combined postal service of Sweden and Denmark, is issuing the stamp designed by artist Lisa Rydell. She told the English Language Swedish Paper the Local that she came up with the idea when going on a walk two years ago. She realized that people in Sweden enjoyed the old-fashioned way of corresponding with written letters and wouldn’t they want to top off that letter with a heartfelt message?

The PostNord Head of Communications Per Ljungberg unveiled the stamp on Sweden’s News Morning Show.

“The reasons we chose these stamps is that they are a reflection of the contemporary world we live in. If we historically look back, we can see that they reflect current events and phenomena.”

News Morning Show host Tilde de Paula has already selected the first person she will snail mail a postcard with one of the colorful rainbow flags: Russian President Vladimir Putin.

Created by activist Gilbert Baker, the rainbow flag as a symbol of Pride dates back to the late 1970s.

In recent years, stamps have been issued honoring Harvey Milk (in the U.S.) and Tom of Finland (in Finland).

 

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