| Title | ARKEOLOGERNA |
| Brand | ARKEOLOGERNA |
| Product/Service | NEW LOGO |
| Category |
G03. Logo Design |
|
Entrant
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BOLD Stockholm, SWEDEN
|
|
Idea Creation
|
BOLD Stockholm, SWEDEN
|
Credits
The Campaign
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.
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.
Creative Execution
The new logotype derives from the fragmented findings of the archeologist’s work. Correctly arranged, the puzzle is revealed. 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 logotype.
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.
Indication of how successful the outcome was in the market
"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 Arkeologerna
National Historical Museums
The Swedish National Archaeological Department (now Arkeologerna) is the only nationwide player within Archeology in Sweden. We felt that this deserved a strong and confident identity that stands out among the boring and static competitors. Also, Arkeologerna is a cultural player, dependent on experts with broad and deep scientific knowledge, which we think required a smart and refined identity that inspires thought.