Style Guide

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

Deep blue logo on light background
White logo on dark background

Deep blue, light background

White, dark background


Gold icon on light background
Deep blue icon on light background
White icon on dark background

Gold icon, light background

Deep blue icon, light background

White icon, dark background

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.

Incorrect example of logo with changed colour

Please do not change the colour.

Incorrect example of logo with mixed colours

Please do not mix colours.

Incorrect example of logo with rotation

Please do not rotate the logo.

Incorrect example of logo with outline

Please do not outline the logo.

Incorrect example of logo with changed proporations

Please do not change the proportions.

Incorrect example of logo with stacked elements

Please do not use the stacked version of the logo.

Download Logos

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


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.

Polmanarkivet Gold



R178 G135 B58

Light Gold

R202 G163 B93

Deep Blue

R5 G10 B48


R178 G135 B58


R224 G224 B224


R250 G250 B250


R255 G255 B255


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.


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

Fira Sans

Fira Sans is a contemporary humanist typeface and our most versatile font for body copy. We have chosen Fira Sans for its clarity & legibility on any screen. Thanks to its open apertures, it provides a welcome balance to our elegant headline serif. 

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Playfair Display

Playfair Display is our more impactful typeface, influenced by typefaces from the mid to late eighteenth century. We have chosen Playfair Display for gorgeous and elegant headlines due to the high-contrast strokes in the typeface.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Fira Sans Condensed

We use Fira Sans Condensed in the Fira Sans family as a secondadary typeface as an accent for lead text, pull quotes, or more expressive moments.

An example of a pull quote in Fira Sans Condensed typeface.

Typography Guidelines

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.

Fira Sans Bold, 13px
All Caps Letter-spacing: 0.5px

We are Polmanarkivet

Playfair Display Italic Bold, 55px

We are Polmanarkivet

Playfair Display Bold, 44px

The Polman Family

Playfair Display Bold, 35px

A digital museum and archive

Playfair Display Bold, 28px

We love Sweden

Playfair Display Bold, 22px

Let’s not forget to give love to Estonia

Playfair Display Bold, 18px

Last but not least, we love Germany

Lead Text / Preamble
Fira Sans Condensed, 24px

The Polman, Påhlman, von Pohlmann family can be traced to the Late Middle Ages. It is said that the family came from the parish of Hille, Westphalia, where there was a noble family Polman, whose coat of arms depicted an arm holding a ring.

Fira Sans Regular, 18px
Line-height: 1.578em
Letter-spacing: 0em

Polmanarkivet is a digital archive and museum related to the Polman, Påhlman, and von Pohlmann family, with an extensive repository of digital collections, interactive exhibits, and research material.

Pull quote
Fira Sans Condensed Italic, 24px

Our mission is to collect, preserve, and disseminate the rich history of the Polman, Påhlman, & von Pohlmann family for present and future generations.

Fira Sans Bold, 18px All Caps
Letter-spacing: 0.5px

Fira Sans Regular, 18px
Letter-spacing: 0.2px

NAME, Title

Call to Action (CTA) text
Fira Sans Medium, 15px


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.

Fira Sans Medium, 15px
Colour: #CAA35D+#B2873A
Text colour: #FFFFFF

Fira Sans Medium, 15px
Colour: #B2873A
Text colour: #B2873A

Fira Sans Medium, 15px
Colour: #CAA35D+#B2873A
Text colour: #FFFFFF

Fira Sans Medium, 15px
Text colour: #CAA35D
Hover colour: #B2873A


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.

Gustav Adolf’s letter to Jürgen Pohlmann about the village of Öötla, 1631, Eesti Ajaloomuuseum SA
Gustav Adolf’s letter to Jürgen Pohlmann about the village of Öötla, 1631, Eesti Ajaloomuuseum SA