/ Astrid Lindgren Memorial Award
Once upon a time
Direction
Every assignment evokes a range of emotions, but only one has managed to stir shared childhood memories in an entire creative team. To say that we were happy to be entrusted with re-imagining the message and identity of the Astrid Lindgren Memorial Award would be an understatement.
Our first task was to create a solid platform for the brand as it faces the future, including clarifying what it stands for. The second was to establish an even stronger connection – not least visually – to Astrid Lindgren herself. After all, she was not just a writer of genius, she was also a tireless champion of democracy, children’s rights, and non-violence.
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Astrid Lindgren’s cryptic shorthand was a source of inspiration.
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The colour palette is derived from the author’s books and the characters she created.
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Creation
It is not unusual for a prestigious award to depict the individual in whose memory it is given – either in a logotype or on a medal or certificate. Those depictions are rarely flattering, with the individual often coming across as severe and two-dimensional. In a departure from convention, we wanted to portray Astrid Lindgren in a way that captures her wit, warmth and wisdom. The assignment was given to Swedish illustrator, Amanda Åkerman. The result is a dignified and expressive line drawing that complements the word mark and completes the new logotype.
When it came to additional graphical elements, Astrid Lindgren’s stories, notebooks and original manuscripts were a treasure trove of inspiration. The author’s cryptic shorthand (she was a trained typist and stenographer) provides not only a decorative pattern but also an insight into her creative process. A varied colour palette combine with typography, photographs, and illustrations to shine a spotlight on laureates and young readers.
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The most important task of the visual identity is to shine a light on the authors and their work.
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Activation
The new visual identity was first launched on the Astrid Lindgren Memorial Award’s website (alma.se) and later showcased at the 2021 award announcement, which was livestreamed to a global audience.
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