Volt has created an inclusive visual identity for Swedish Governmental organization, Discrimination Ombudsman (DO). The new identity reflects DO’s transformation from a reactive organization with an individual perspective on issues to an expert authority that takes a proactive position and has a larger societal perspective.
The redesign aims to make DO feel human, serious, competent and long-term. The design has taken into account important guidelines to be inclusive (not to be discriminatory) and has a strong focus on clarity and accessibility — all seen reflected in the choice of fonts, colours, images, information graphics and illustration. The new identity should clarify DO’s activities ahead without losing the connection to DO’s heritage.
The logo has undergone change as well, whereas the previous symbol made up of letter D and O in the shape of a person, has been changed to create the wordmark DO. The change symbolizes the change of perspective: from individual to societal. The logo is the most important graphic element for DO and must signal authority and a feeling of movement forward, without loss of seriousness and openness.