Agency
Bold
Design team
Karin van der Kwast Gissberg (senior designer), Oskar Lübeck (creative director), Lina Sponberg (designer), Martin Frostner (senior designer), Amanda Liljenäs (account manager), Adrian Nilsson (strategic account director), Lina Drott Hernmarck (account director).
Commissioned by
Arkeologerna

This project was a collaboration with a team at Bold.

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.