The Nordic Museum
Brand & Signage
The Nordic Museum is the only museum in the United States that showcases Nordic history, values, immigration and contemporary culture across all five Nordic countries (Denmark, Finland, Iceland, Norway, and Sweden). The museum celebrates Nordic culture and heritage as well as the strong ties between the Nordic countries and North America. Twentieth-century Seattle was built on the Nordic-heavy timber and fishing industries, and became the unofficial Nordic capital of the United States, so it's a natural place to locate such an institution.
In 2018, the Museum relocated from its original, modest building to a brand new, 58,000 SF facility on the shores of the ship canal in Seattle's historically Nordic-centric Ballard neighborhood. Turnstyle was tasked with updating the museum's logo and graphic identity system to commemorate this momentous change. The biggest challenge for the rebrand was a perception issue—we needed to shift people’s expectations of the museum from its humble roots to its ambitious new mandate. A successful shift would mean expanded membership numbers, increased appeal among younger and more diverse audiences, and drawing visitors from across North America and around the world.