The Swedish Polar Research Secretariat | Speaking to ministers, scientists and kids

How to speak to ministers, scientists and kids

The challenge was to clarify the authority’s brand and mission. Their visual identity had to work just as well at the government office as in the extreme weather conditions of Antarctica.


A stylised representation of the Aurora – an atmospheric phenomenon significant for both polar areas – was used for the logo. The symbol’s colouration is distinctly Swedish and stands out from other competing international institutions. Above this, a yellow bar acts as a recurring element throughout the identity.


The new website was used as a measurement tool. Before relaunch, the site had 3000 visits per month. The latest results showed visits reaching 5000 per month. The design has been nominated for Svenska Designpriset 2013 and won gold in Svenska Publishing-Priset 2012 and 2013.

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