Once upon a time

Children have the right to great stories

Astrid Lindgren is Sweden’s most beloved author of children’s books. Her characters are etched into the mind of every Swede – as well as an ever-growing number of young readers worldwide. The Astrid Lindgren Memorial Award for outstanding contribution to children’s and young adult literature is the biggest of its kind.

Every assignment evokes a range of emotions, but only one has managed to stir shared childhood memories in an entire creative team. To say that we were happy to be entrusted with re-imagining the message and identity of the Astrid Lindgren Memorial Award would be an understatement

Our first task was to create a solid platform for the brand as it faces the future, including clarifying what it stands for. The second was to establish an even stronger connection to Astrid Lindgren herself. After all, she was not just a writer of genius, she was also a tireless champion of democracy, children’s rights, and non-violence.

We wanted to portray Astrid Lindgren in a way that captures her wit, warmth and wisdom. The assignment was given to illustrator Amanda Åkerman. The result is an expressive line drawing that complements the word mark and completes the logotype.

Astrid Lindgren’s notebooks and original manuscripts were a treasure trove of inspiration. The author’s cryptic shorthand (she was a trained typist and stenographer) provides not only a decorative pattern but also an insight into her creative process.