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Brand Identity - Local

Bronze Winner

Entrant: Bold, Stockholm

The Swedish History Museum

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Corporate Name of Client: The Swedish History Museum
Client Supervisor: Sophie Nyman
Agency Account Director: Anna Klingspor
Account Managers: Anette Hildebrandt/Ulrika Wistrand
Executive Creative Director: Oskar Lübeck
Design Company: Bold Stockholm, Stockholm
Designers: Gaioo Phunwut/Lisa Rydell/Nick Greening/
    Oscar Söderberg
Photographer: Pelle Bergsström

Concept/Cultural Reference:
Brand history:
The Swedish History Museum is one of Sweden's largest museums, with collections that include more than 10 million individual objects from a history spanning thousands of years. The museum is also a venue for lectures, concerts and activities for all ages.
Brief from client:
To create a new visual identity for the Swedish History Museum based on the new communication strategy - to make the museum Sweden´s number one storyteller. The new identity should arouse curiosity and interest in Swedish history and revitalise the museum. The project should include the development of a graphic identity toolkit and the design of various important identity carriers.
We created a dynamic and playful identity inspired by the museum's mission: to create curiosity and interest in history and to get the visitor to reflect on the link between our past and present.
The logo is a combination of a classic serif font and a modern sans-serif font. The serif part can be replaced with historical artifacts, giving the museum an opportunity to be playful in their visual expressions and display the museum's breadth of exhibitions and activities. The combination of classic and modern is also applied as a graphical theme in the museum´s typography, symbols and imagery. The result is an inspiring identity that allows for endless communication possibilities.
The Swedish History Museum does not only exhibit Sweden's precious artifacts, but is also a museum full of exciting stories. From this insight, we invited twelve archaeologists from the museum to write a few words about their favourite objects from the museum's collection. The result is a book containing thirty-two amazing stories of some fascinating objects from Swedish history.