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Porträtt Astrid Lindgren

New Visual Identity

We are happy to introduce our brand new visual identity. The logo conveys our connection to Astrid Lindgren and her deeply humanist approach to life, which is the very foundation of the award.

The rebrand is one component of our work to develop and reinforce our role as an important global actor. Suzi Ersahin, Director of Astrid Lindgren Memorial Award:

As the award has become more established internationally, it has become more important to refine our visual image. Our new logo conveys our connection to Astrid Lindgren and her deeply humanist approach to life, which is the very foundation of the award.

The visual style is distinctive, warm and dignified. A varied color palette and two beautifully drawn fonts for different purposes combine seamlessly with photographs and illustrations that put laureates and young readers front and center. Astrid Lindgren’s own lovely and cryptic shorthand, which she used to write her manuscripts, provided inspiration for a graphic pattern. The pattern is decorative but also carries its own story about Astrid Lindgren and her legendary writing process.

Development of the new logo and visual identity began in the fall of 2020 and was undertaken in collaboration with the branding agency Happy F&B