Rebranding Roots: Unraveling the Swedish Museum of Natural History’s New Identity
Located in the heart of Sweden, the Swedish Museum of Natural History stands as a testament to over 200 years of dedication to the natural world. Let’s discover its secrets.
Introducing the Swedish Museum of Natural History
With its vast collections spanning eleven million of times, including fossils, plants, animals, fungi, minerals, the Naturhistoriska Riksmuseet (its swedish name 🇸🇪) is not just a place of exhibition but a hub of research and discovery. Welcoming an average of 600,000 visitors annually and employing around 250 dedicated staff members, the Swedish Museum of Natural History has solidified its position as a leading institution in the realm of natural history.
Why the Rebranding of the Swedish Museum of Natural History?
In an ever-evolving world, institutions must adapt to remain relevant and resonate with their audiences. The Swedish Museum of Natural History, led by its new director Lisa Månsson, recognized the need for a fresh, unified brand identity to better represent its mission and values. The rebranding journey was a collaborative effort. The museum’s graphic designer, Lotta Grönkvist Albinsson, worked hand in hand with the agency Byråteket. This synergy sparked creativity and innovation. Caroline Borgudd, the Communication Strategist for the Museum, played a pivotal role in this mission as the responsible lead for the project. Caroline introduced a series of digital open houses, inviting the entire museum staff to participate. These sessions allowed team members to actively provide feedback and reflect on the evolving design concepts. By the time the final logo was unveiled, it was a culmination of a collective journey, not a surprise. Caroline believes these open houses were pivotal, fostering a sense of ownership and pride in the final design.“Everyone at the museum felt they were given an opportunity to contribute to the process, everyone was made a part of the process.. In the end this brings pride and joy to the end result” she explains.
Several factors drove this rebranding initiative
- Unified Voice for All: The museum aimed to seamlessly communicate with its diverse audiences, from everyday families to the scientific community and institutional partners. This triple approach is vital for the Swedish Museum of Natural History, positioning itself as a “Research Museum leading the way” or “Det forskande museet” in Swedish. Being the sole research museum in Sweden, striking a balance between research and public presentation was paramount, necessitating close collaboration across the museum’s departments and effective communication between researchers and the general public.
- Engaging the Digital Generation: The Generation Z, born into the digital age, is accustomed to a constant influx of information. They expect precise, real-time, and detailed data. For the Swedish Museum of Natural History, it’s crucial to provide accurate and relevant scientific information to meet this demand, bridging what can sometimes seem like a vast gap between scientific research and the broader public.
- Reinforcing the Museum’s Role: As a state institution, the museum wanted to solidify its position as a leading authority in natural history and research.
- Educational Commitment: The rebranding emphasizes the museum’s dedication to educating the public, shedding light on current planetary issues from a credible, fact-based standpoint. On a lighter note, Caroline shared an amusing anecdote from her street interviews near Stockholm University. When asked about the first word that came to mind when thinking of the museum, most people promptly responded with “Dinosaur.” Clearly, the Swedish Museum of Natural History had its work cut out for them! 😆
Understanding Brand Guidelines
For the first time in our series, let’s take a closer look at the brand guidelines of the Swedish Museum of Natural History, offering a concrete insight into the intricacies of branding.
Typography
The museum has chosen specific fonts for print: Shippori Mincho — Semibold and Lato — Regular and Bold. Interestingly, these fonts align with the tone of the museum’s grand facade where “Naturhistoriska Riksmuseet” is prominently displayed.
Color Palette
The museum’s colors are inspired by the most saturated shades of nature, offering a palette that’s both versatile and evocative. Primary colors like “Forest,” “Sea,” “Earth,” and “Stone” are complemented by secondary shades used for signaling, all of which maintain a subtle depth. Importantly, these colors adhere to the Web Content Accessibility Guidelines, ensuring inclusivity for all viewers.
Photography
The museum employs three distinct types of photography to cater to its three communication levels:
- Brand Image: Portraits of their research staff and collections, accompanied by brief descriptions of their expertise and significance.
- Target Group Communication: Visuals showcasing how different target groups interact and actively participate.
- Thematic Communication: Highlighting topics related to the museum’s research, making them comprehensible for the target audience.
These guidelines ensure that the museum’s brand remains consistent across all platforms, be it physical or digital.
Symbols and Significance: Decoding the Museum’s New Identity
The Swedish Museum of Natural History’s logo tells a captivating story through its carefully crafted elements.
At the heart of the logo, the tree serves as a powerful symbol of growth, vitality, progression, and the cyclical nature of life. It also conveys a sense of rooted stability, mirroring the Swedish Museum of Natural History’s strong foundation. The presence of three crowns, rendered in vibrant yellow, carries deep national significance within Sweden. These crowns proudly signal the Swedish Museum of Natural History’s status as a non-commercial national institution (it’s a national symbol with strict rules to be able to use it for an institution). The logo’s green hue invokes the lushness of forests and the authenticity of nature. Playfully concealed amid the foliage, the owl universally represents wisdom and knowledge, adding an element of intrigue. Noteworthy is the logo’s versatility, with two variations — one featuring the tree atop and the other positioned at the side, tailored for different contexts like web pages, flyers, and more. Additionally, a distinctive feature lies in the logo’s bilingual presentation — both in Swedish and English — an exceptional attribute that sets it apart from the ordinary. Please let me know if this captures the essence you were aiming for.
Slogan Speaks Volumes
“Research, conservation, and inspiration” — this isn’t just a slogan; it’s the Swedish Museum of Natural History’s mission. It underscores the museum’s commitment to pioneering research, preserving nature, and inspiring generations.
Embracing Change: A Personal Reflection on the Museum’s New Identity
Back in Sweden after a two-month adventure abroad, I eagerly reached for my morning coffee, only to find that our eclectic array of coffee mugs had disappeared. (Normally, I used to grab a mug from a 1996 conference, and I even hesitated the first time…1996, seriously! 🤯) There was a dinosaur on it, no surprise there! Anyway, and there I discovered that all the mugs were the same, featuring the Museum’s new logo that I was discovering at that moment. A spontaneous “Wow” escaped my lips as I marveled at the change. A few days later, I noticed a little owl blending in with the leaves of the tree (well, in the morning, don’t ask too much from me before first coffee ☕️🥱).
Well you understood that I love the logo of my own institution!
The significance of the tree trunk’s shape is something I appreciate. The tree trunk’s design, emphasizing stability and growth, stands out. While many logos highlight branches and foliage, this unique focus on the trunk conveys a profound message. The modern typography, juxtaposed with the Museum’s 200-year history, suggests it was always ahead of its time.
It’s commendable that a simplified branding document is available to us researchers. This not only ensures consistent branding but also empowers us to be ambassadors of the Museum’s identity. I’ve seen the power of unified branding during my stint at a digital company. Imagine researchers globally, representing our institution with a cohesive visual identity. Now, equipped with the Museum’s graphic guidelines, I’m diving into crafting my next presentation — a canvas where our unified branding truly shines!
In conclusion, the museum’s rebranding, while separate from the recent transition to a paid entry model mandated by the newly elected Swedish government in late 2022, aligns perfectly with the challenge of attracting visitors under the new payment structure. This strategic rebranding effort comes at an opportune time to effectively address this shift and engage audiences anew.
And always remember…
A logo doesn’t tell just one story, but as many stories as there are people looking at it.
Source
This article has been made possible thanks to Caroline, who took the time to arrange meetings, briefings, and more, while also sharing valuable technical documentation. Thank you to Caroline and to my institution for joining me on this adventure of writing articles about scientific institutions.
