Polman, Påhlman, von Pohlmann family
Logo
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, light background
White, dark background
Icon
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.
Please do not change the colour.
Please do not mix colours.
Please do not rotate the logo.
Please do not outline the logo.
Please do not change the proportions.
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.
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.
Deep Blue
#01030c
R5 G10 B48
Black
#040404
R178 G135 B58
Alto
#EOEOEO
R224 G224 B224
Alabaster
#FAFAFA
R250 G250 B250
White
#FFFFFF
R255 G255 B255
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.
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. 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.
Label
Fira Sans Bold, 1rem
All Caps
Letter-spacing: 5%
We are Polmanarkivet
H1 (Display)
Playfair Display Italic Semi-Bold, 5.25rem
Welcome
H2
Playfair Display Regular, 2.9583rem
The Polman Family
H3
Playfair Display Medium, 2.1042rem
A digital museum and archive
H4
Playfair Display Semi-Bold Italic, 1.6667rem
We love Sweden
H5
Playfair Display Semi-Bold, 1.4792rem
Let’s not forget to give love to Estonia
H6
Playfair Display Bold, 1.3125rem
Last but not least, we love Germany
Lead Text / Preamble
Fira Sans Condensed, 1.5625rem
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.
Paragraph
Fira Sans Regular, 1.3125rem
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
Playfair Display Medium Italic, 1.5625rem
Our mission is to collect, preserve, and disseminate the rich history of the Polman, Påhlman, & von Pohlmann family for present and future generations.
Figcaption First Line
Fira Sans Condensed Regular, 0.9375rem
Description of the photo on first line
Figcaption Second Line
Fira Sans Condensed Regular, 0.9375rem
Colour: #767676
Copyright info on second line
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 primary Call to Action (CTA) button should be reserved for the most important actions.
Fira Sans, 1rem
Colour: Gradient
Hover colour: #CAA35D
Fira Sans, 1rem
Colour: Transparent
Hover colour: #CAA35D
Fira Sans, 1.3125rem
Text colour: #CAA35D
Hover colour: #B2873A
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.
PDM Eesti Ajaloomuuseum SA