Bildmuseet tasked SDL to create an identity that mirrors the museums ambition and vision; to become one of most renowned performers on the contemporary university art arena – both domestically and internationally. The museum asked for an identity that would reflect Bildmuseet as an inspiring, eager and collaborative art institution, where art and science meet. It should invite and inspire. And since all communication and printed material was to be produced in-house at the Umeå university (sometimes only with a b/w laserjet printer), the demands on a flexible identity and graphic toolbox were crucial.