Stockholm Toy Museum is Europe’s biggest collection of toys and comics. A museum for all generations, where adults can feel like children and children can enjoy a variety of toys. The collection of toys accounts for 40,000 objects. The museum is prominent for its location. Since 2017 is has been located in a cave that once was an armor storage.

I have done a rebranding of an existing style that was represented only by logo and website.

The idea of new STM identity is based on the act of constructing and playing with toys (strokes). Similar to when children have toys, they can create numerous variations of games. I made 50 different illustrations of toys, which became the main element of the style. Along with illustrations, the second important part of visual identity are colors. They were chosen pretty close to each other by palette and almost of a similar tone. This was with a reference to old-styled posters and comics.

The identity font is Neue Kabel Book created by Marc Schültz for Monotype. Neue Kabel — is a geometric sans serif typeface. It combines both playfulness and calmness. The typeface brings back the liveliness of the original’s strikingly quirky characters. It simultaneously shows respect to exhibited objects and childish sincerity. Neue Kabel is a redesign of the original Kabel by Linotype. Originally, it was made specifically for the annual report of the University of Art and Design Offenbach.

The identity is made for both parents and their children, thus, I was trying to make comprehensive communication for these categories. Pictures of toys help children to understand information faster and easier. Big typography makes identity more adopted to the urban environment and helps children to read information about museum activities as well.