For the exhibition’s identity, we developed a type-based logo coupled with a repeating graphic pattern. The pattern draws from the more traditional patterns found in Scandinavian folk art. The handmade feel and green colors of the pattern and logotype help to convey an organic, “folk art” look. The pattern is made up of objects specific to Scandinavia, ranging from viking ale bowls to aquavit ingredients to mermaids.
We carried the identity through the design of the interpretive panels. These 16 panels guide the viewer through the exhibition and provide detailed explanations of historic artifacts, cultural traditions, and even drink recipes.
The exhibition catalog is wire-o bound and features a wraparound cover with the Skål pattern embossed. The commemorative poster is an 18 x 24 inch, two-color screen-print. Oxide also designed some more traditional collateral for the exhibition, including a postcard and small exhibition poster.
The exhibit was very successful, and Museum staff have credited higher-than-expected attendance numbers in part to the design of the materials. Even Lars Kragelund – the Technical Brand Director from exhibition sponsor Aalborg Aquavit, who came over from Norway to attend the opening – was highly complimentary of the identity and collateral, noting that it captured a very authentic feel of traditional Scandinavian design, while also feeling very modern and contemporary.