Pieces of a puzzle: Designing for Sweden’s leading
On the 1st of January 2015 the Swedish National Archaeological Department was merged with the National Historical Museums. As a result of the transition, the need arose for a new name and visual identity. We gave the newly created company a new name that is both easy to remember and clearly and confidently communicates that Arkeologerna (The Archeologists) is the leading archeological consultant in Sweden.
The new identity reflects what the company does and takes its cues from how archeologists work. We were inspired by how seemingly insignificant details and objects are analyzed and tell the archeologists a story. Inspired by the systematic working methods of archeologists, the new logotype opens up a thought process with fragments that provide clues to the overall picture, like objects dug up at an excavation or pieces of a puzzle.
The fragments from the logotype as well as the archeologist’s tool, the scale bar, are used as recurring graphic elements throughout the identity. The scale bar pattern is not only a visual element but becomes a useful working tool in the identity, for example on the new business cards. The new stationery also hides a puzzle where the pieces need to be placed the right way to reveal the A from the logomark.
Another important inspiration was how archeologists work at excavations gridding up the area in question. This became the foundation for the new layout system, used for all printed and digital material, as well as the way images are cropped to create consistency and recognition.
The new identity was inspired by archeological working methods and tools.
Inspired by the systematic working methods of archeologists, the fragmented logotype provides clues to the overall picture, like objects dug up at an excavation or pieces of a puzzle.
“The new logo portrays the playfulness and intricacy our business – to create clarity from archaeological fragments. The logo also describes us as an organization, many on-site locations, but one unit. The logo is also modern, yet timeless and allowed our organization to quickly adopt it and wear it with pride, which was exactly the renewal and inspiration we needed.”
Irja lööw, Head of Division
We gave the newly created company a name that is both easy to remember and confidently communicates that Arkeologerna (The Archeologists) is the leading archeology consultant in Sweden.
The logotype fragments are used as a recurring graphic element throughout the identity.
The scale bar pattern is not only used as a recurring graphic element but also becomes a useful working tool in the identity.
We were inspired by how archeologists work at excavations when creating the new layout system and image crops for consistency and recognition.