We were asked to create a new logotype for the Swedish History Museum that should arouse curiosity and interest in Swedish history and revitalise the museum. Historiska has a limited advertising budget and therefore also hoped for a dynamic and communicative logo.
The Brief
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 logotype for the Swedish History Museum that should arouse curiosity and interest in Swedish history and revitalise the museum. Historiska has a limited advertising budget and therefore also hoped for a dynamic and communicative logo.
How the final design was conceived
Inspired by the museum’s mission: 'to create curiosity and interest in history and to inspire visitors to reflect on thelink between our past and our present' we have created a playful and flexible logotype. The logotype is a combination of serif and sans-serif – of past and present. Museum artefacts can replace the serif side giving the museum a fun and dynamic way to communicate the breadth of its many exhibitions and events.
Indication of how successful the outcome was in the market
"Our new logotype has strengthened our brand both externally and internally. It 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. The new logotype is strong, clearly identifiable and is able to adapt over time to our different target groups. It is perceived as powerful, engaging and attractive."
/ Head of Unit