Uppsala kommun

About the project

Sharing the story of Uppsala’s past

Uppsala Slottshistoriska is a new museum located in Uppsala Castle, which dates back to the 16th century. The museum will act as the centre point of the story of both the castle and the city of Uppsala – giving new perspectives on the past and the present. Emakina was asked to create the visual identity and communication concept for the new museum.

The challenge

Our brief was to create a bold visual identity for the new museum, reflecting the connection between the past, the present, and the future. With an emphasis on the distinctive silhouette of Uppsala castle, it also needed to keep in line with Uppsala Municipality's overarching brand guidelines.

Our solution

We came up with the concept and tagline "Outlook with insight - from past to future" and a flexible, collage-based design system, juxtaposing old and new visual elements, like 16th-century paintings and photos from the castle's archives. At the heart of the new identity are various images of Uppsala castle.

The technique of juxtaposition and a mix of styles allows for engaging and thought-provoking communication. By placing artifacts and objects from different times and contexts throughout the city’s history side by side, we can create contrasts that shed new light on the past and encourage fresh new perspectives on historical events and figures.

The results

The museum's new identity reflects Uppsala municipality's graphic guidelines with fonts and colors but has its own unique expression and style, through the playful collage-based design system, the imagery, and tonality in both text and images.