The Swedish History Museum
An Historical identity
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.
We were asked 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 artefacts 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 museums collection. The result is a book containing thirty-two amazing stories of some fascinating objects from Swedish history.
The logo is a combination of a classic serif font and a modern sans-serif font. The serif part can be replaced with historical artefacts giving the museum an opportunity to be playful in their visual expressions and display the museum’s breadth of exhibitions.
The combination old and new is a graphic solution used not only in the logotype but also in typography, symbols and image.
Typographic pattern created by historical versions of the letter H.
Temporary partition wall with exhibition posters.
“Our new logotype by Bold is strong, clearly identifiable and is able to adapt over time to our different target groups. It is perceived as powerful, engaging and attractive.” Sophie Nyman, Head of Department
Colourful posters telling the story of different artefacts.
Exhibition catalogs targeting different types of visitors with various amount of time to spend and different amounts of prior knowledge.
Photography by Pelle Bergström.
”En sak till bara” (Just one more thing) is a book containing thirty-two amazing stories of some of the fascinating objects from the museums collections.
“Our new identity has strengthened our brand both externally and internally. In an exciting and dynamic way it highlights the objects and stories the museum offers across touch-points that include exhibitions, screenings, articles, research, school programs, our restaurant and store, events and conferences.” Sophie Nyman, Head of Department