A new non-discriminatory visual identity for the Discrimination Ombudsman (DO, Diskrimineringsombudsmannen). The new identity must reflect the move from being a reactive authority with an individual perspective to an expert authority that takes a more proactive and pushing position and has a greater societal perspective, and must be perceived as humane, serious, competent and long-term. The design has had to take into account important guidelines about not being discriminatory and with a great focus on clarity and accessibility, which has placed demands on the choice of fonts, colors, images, information graphics and illustration style.

The aim was to reflect and clarify DO’s operations based on the strategic move without losing the connection to DO’s heritage, as well as to distinguish itself from other authorities. The logo, which previously represented the letters D and O posed as a figure, has been changed to instead create the word image DO. Then you went from individual to society – from the small to the big, it is the most central figure and the most important graphic element for recognition of DO and should signal weight, forward direction, seriousness and built-in openness.

My role in the project was adapting the website to the new brand identity taking to consideration accessibility design.