The Photographic Archive is a collaboration between Lars Dyrendom and the Hasselblad Foundation Library. Dyrendom is a Danish born artist currently residing in Sweden. His main interest lies in investigating questions about identity — how we construct images and ideas about ourselves, individually as well as collectively. The Hasselblad Foundation was established in 1979 in accordance with the last will and testament of Erna & Victor Hasselblad. The main aim of the Foundation is to promote research and academic teaching in the natural sciences and photography. Every month, Dyrendom, or an invited guest curator, selects and presents 4-5 photo books from the Hasselblad Foundation Library. Each month has a specific theme, to which the selected books adhere. Dyrendom approached Lundgren+Lindqvist to design the identity and website for TPA. The vertical orientation of the logotype emulates the shape of the back of a book on a shelf. The single dash preceding 'Archive' connects to the parallel 'O', creating a distinct marque referencing the focused eye of the photographer. To advertise TPA, Lundgren+Lindqvist designed bookmark and a wooden book stop in the shape of a book. These were distributed to galleries, libraries and art book shops around the world.