Postmuseum

From pre to post

Project information

For nearly 400 years, the Swedish postal system has played a vital role in shaping the nation’s history and its journey toward a modern, democratic society. After years of renovation, Postmuseum (The Swedish Postal Museum) reopened in fall 2024 with a bold new identity, designed to modernize its presence and strengthen its role in Stockholm’s cultural scene.

To mark this transformation, we were tasked with creating a new identity that would make the museum more modern and playful, helping to attract more visitors, inspire pride among staff, and strengthen awareness and perception.

At its core is PM Display, a custom typeface inspired by the iconic post horn and historic postal typography from signs and post boxes. With bold, condensed forms and rhythmic curves, it gives the museum a strong, friendly, and engaging voice across all touchpoints. More than just a visual element, it strengthens the museum’s identity while allowing each exhibition to stand out.

The new identity doesn’t just signal change—it bridges the museum’s rich postal heritage with the future, reflecting its modernization through new exhibitions and meeting spaces in a bold and engaging way.

Client quote

“Bold has been attentive and humble, conducting thorough research in our archives and collections, and created an identity that both honors our heritage and carries us into the future.” — Malin Valentin, Museum Director, Postmuseum

Services

Concept Development Brand Asset Development Design System Logo Design Custom typeface Design Art Direction Printed Matter Design Poster Design Branded Environments Brand guidelines

Project partners

Campaign Copywriter: Richard Hallberg Case Photography: Fredrik Bengtsson

Project summary

Drawing inspiration from 400 years of Swedish postal history, we crafted a brand identity for The Swedish Postal Museum that modernizes its presence while reinforcing its role in Stockholm’s cultural landscape.