American Swedish Historical Museum

The American Swedish Historical Museum is dedicated to preserving and celebrating Swedish and Swedish-American cultural heritage. The museum has twelve permanent galleries, temporary exhibition space, rental facilities, and holds a wide variety of events, classes, and workshops throughout the year.

It was my goal to make the ASHM brand feel like a celebration of the Swedish spirit, in addition to making them feel more approachable and modern. I was inspired by a lot of Swedish folk art, which mostly consists of painted flowers and ornate, organic designs. This informed my decision to make the abstract flower symbol and centered alignment of the logo.