The springboard for the development of visual identity, as explained by the Stockholm Design Lab, was the Art Nouveau gold medal that was first presented in 1902. This is where the new logo came from, the personalized fonts -Alfred Sans, Alfred Serif and Alfred Regular- and the updated color system. The result is a more coherent identity that increases the chances of more effective recognition and communication of the Nobel Prize.

The old logo consisted of a Times New Roman style font and a diffuse version of the medal. The new logo is very simple and minimalist – as they say super functional – but, at the same time, it is majestic, dignified and sophisticated, without losing its connection with the notorious legacy of the Nobel Prize. This logo is not pretentious, so the use of capital letters without serifs works perfectly, refreshing the image of the brand and placing it in the current environment.

The typography of the logo, Alfred Regular, has its origin in the letters engraved on the gold medal. As it is also the main source of the The Nobel Prize brand, it gains recognition at any point of contact. Alfred Sans was developed in parallel with the secondary source, Alfred Serif. Both types of letter are designed to fit and complement each other – both functionally and aesthetically – to ensure the best readability and, therefore, ensure its long-term use.

In conclusion, the new visual identity of the Nobel Prize – a harmony between excellence and accessibility – is formed to establish a deep communication between the organizations and brands of today and tomorrow, but without breaking the connection with the great respect for the legacy cultural and scientific award.