Postmuseum

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 new identity, designed to modernize its presence and strengthen its role in Stockholm’s cultural scene.

To mark this transformation, we were tasked at Bold Scandinavia 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. I lead the design work, working closely with the client and design director Jesper Nilsson Böös, going through the archives and developing the identity.

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.

For body copy we use Recife, a beautifully composed font from Luzi type that holds the same postal-horn-like features as our display font but with the abilities to hold large amount of text with high readability. The font is used throughout the exhibition area, telling the story about the Swedish postal evolution throughout the years.