Artsdatabanken is a national institution that gathers, maintains, and shares biodiversity data. This to support species conservation and environmental management.

In visual identity design, every decision is based on the answer to one fundamental question: How does the client — in this case, Artsdatabanken — want to be perceived? The clearer the answer to this question, the more typography, color, form, and imagery naturally fall into place.

This groundwork was already laid when I joined the project. My colleagues at Headspin had conducted workshops on strategy and identity, and a first draft of a warm and approachable look featuring groovy typography, soothing pastels, and Matisse-inspired cut-out illustrations had been established and greenlit by the client.

The work ahead consisted of refining and expanding upon this first draft based on feedback from the client. The overall feel was to be nudged towards science and data, while maintaining its warmth. And lastly, it all had to be put into a system for Artsdatabanken to use confidently in their work on reports, brochures and presentations.

A visible grid was introduced as a central visual element — contrasting the organic illustrations, helping to structure content, and reflecting Artsdatabanken’s task of organizing and systematizing biodiversity data.

The grotesque typeface Chivo strikes a balance between authority and approachability. Bold for headings, it showcases distinctive features like the ear of the 'g' and the spur of the 'u,' while its regular weight remains readable and understated for body text.

To add contrast and visual interest, we introduced the monospace font Space Grotesk — with associations to data processing and typewriters — for use for captions, footnotes, and microcopy.

The primary color palette consists of seven colors inspired by Norwegian flora and fauna. Each has a light and dark variant - to be used for general or more serious use cases respectively. 

The end result is a comprehensive toolbox of icons, illustrations, and templates. Clear guidelines covering everything from accessible color contrasts to social media layouts, ensure visual consistency across all channels, allowing Artsdatabanken to communicate their mission more effectively.