This is a style guide for Polmanarkivet’s digital presence. The style guide contains guidance and inspiration to ensure our logo and brand assets always look their best.

The Coat of Arms icon is our identity, the face of Polmanarkivet. The icon and our strong wordmark are our most recognisable brand assets.

The preferred approach is to use the combined logo — icon and wordmark— in contexts where Polmanarkivet is unfamiliar and the Coat of Arms icon by itself, unlocked from the wordmark when already established to the audience. This allows us flexibility across different forms of communication and to use the logo version with the greatest impact.

Icon + Wordmark

Icon

Logo Do’s and Dont’s

Using our logos consistently ensures brand recognition and allows for creativity elsewhere. Below are some examples of incorrect use of our logos.

Download Logos

Download our full logo and icon variant in the appropriate colours and vector format.

Colours

Our gold stands out. We have dubbed our unique blend of gold as Polmanarkivet Gold, and it is the most recognisable colour in our brand.

Polmanarkivet uses gold and dark blue as its main brand colours, with many neutrals to balance when the other colours are too rich, dark, or heavy for the moment. When gradients are unavailable, we use Light Gold as an alternative to Polmanarkivet Gold.

Voice

Polmanarkivet’s voice is evolving to ensure we’re meeting our audience’s needs.

We aim to provide a clear and genuine voice that delights and informs visitors. To achieve this, we will use a consistent voice that uses active voice, avoids slang and jargon, and uses positive language. Our voice uses both functional and expressive voices to create more space for learning and connection.

Typography

We’re using three fonts with endless possibilities: Fira Sans, Fira Sans Condensed and Playfair Display.

Headings: Playfair Display

Headlines are set in Playfair Display. Do not use other font weights that belong to the Playfair Display font family. When creating headings, please use the deep blue colour hex #050A30. Always typeset it with optical kerning, set the letter spacing to 0, and set it in sentence case. Do not set it in all caps or all lowercase. When using Playfair Display in small headings (around 16px), add letter spacing of 0.2px.

Body text: Fira Sans family

Typeset all text and paragraph text in Fira Sans. Always typeset Fira Sans with optical kerning, set the letter spacing to 0em, and set it in title case or sentence case (as determined by the content). Set in all caps or all lowercase only in case of short labels.

Buttons

Buttons are used to communicate a call to action. Polmanarkivet uses three different styles to signal the actions available.

Buttons are used to execute an action and must have a focus mode to comply with accessibility standards. The text on a button should be short and describe the action the button performs. Primary buttons are used to execute the most desired action. Secondary buttons are next to primary buttons to execute the second most desired action. The rounded Call to Action (CTA) button should be reserved for the most important actions.

Photography

Our photography is authentic. We use imagery that is genuine and specific to time and place.

The photographs we use on Polmanarkivet match the content as closely as possible. If a page mentions an event in the 17th century, for example, an appropriate image from that time period is used where possible. This reflects Polmanarkivet’s emphasis on research and accuracy.

A text description or alt attribute must be used for all images to convey content to those who cannot see the image, except for purely decorative images. It is also recommended to include captions with images, providing supplementary information such as author information and dating.