Brandikaran | City Of Helsinki Adopts A New Identity, Finland’s ‘Biggest’ Branding Project
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City Of Helsinki Adopts A New Identity, Finland’s ‘Biggest’ Branding Project

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City Of Helsinki Adopts A New Identity, Finland’s ‘Biggest’ Branding Project

Until recently, the Finnish city of Helsinki never had a consistent branding system. Its only cohesive tangible element was apparently the Helsinki coat of arms.

In August 2017, the city enlisted the know-how of creative agency Werklig to give it a timeless yet contemporary brand it could call its own.

The studio was tasked with both a geographically and aesthetically vast challenge. Helsinki, the capital of Finland, briefed that the identity was to be designed for “everyone”—not just for the area’s 1.4 million-odd inhabitants, but also for “foreigners, tourists, immigrants and special groups.”

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Image via Werklig

Since the region’s crest was its only memorable visual feature, Werklig incorporated it into Helsinki’s new logo. The emblem was reduced to its skeleton to be adaptable and responsive for various languages and platform sizes.

The agency also developed a ‘Helsinki Grotesk’ typeface, which borrows its “waviness” from the crest’s silhouette.

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Image via Werklig

The city’s new cheery color palette is also something residents are “subconsciously familiar” with; it draws from the Helsinki crest, the cupola of Helsinki Cathedral, the city’s public transport system, and more.

Of course, colors and typefaces won’t tell you much about a destination, so Werklig called upon local photographers to snap “no filter” images that honestly sum up the city.

“The scale of the project was massive,” Werklig described. “The City of Helsinki brand renewal has been the biggest such project ever done in Finland.”

Are you up for the new, young city identity? View some visuals below and read more about the rebrand here.

 

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Image via Werklig

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Image via Werklig

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Image via Werklig

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Image via Werklig

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