Arbeiderpartiet
TIBE has crafted a new brand identity for the Arbeiderpartiet (Norwegian Labour Party), blending historical reverence with contemporary clarity.
The headline typeface is a customised version of Store Norske Jernskrift, a revival and elaboration of a long-lost piece of Norwegian typographic heritage. Jernskrift draws its inspiration from the distinctive numbers found on Norway’s first official car number plates, introduced in 1929. For decades, these numerals were a quiet yet omnipresent part of Norway’s visual culture: seen on every road, ingrained in daily life, and emblematic of Norwegian modernity in the twentieth century. Over time, it faded from view, nearly forgotten—a “sleeping beauty” of Norwegian design history.
Due to the Skrift i Oslo project, Jernskrift has been carefully researched, revived, and reimagined for contemporary use. Its reappearance in Arbeiderpartiet’s identity is both poetic and poignant, bridging eras and reconnecting Norwegians with a subtle but powerful symbol of their shared past. The typeface’s geometric forms and industrial spirit evoke progress and resilience, while its story is one of the beauty that can be rediscovered in visual traditions. Jernskrift create an identity that is both forward-looking and deeply rooted in Norwegian heritage, celebrating the Labour Party’s enduring connection to Norwegian industry and the people and history of Norway. Supporting text is set in GT America.
