‘Athletic’ rebrand for Helsinki Design Festival

Published:  December 1, 2014

It’s not quite the end of 2014 and we still have a little bit more time for another festival branding project. We have covered scores of them this year, and they have been consistently interesting to explore — the push to better the branding of the year before, the experimental, flexible spirit of the festival set-up, and the risk-reducing nature of their semi-permanence.

This project is from Finnish studio Kokoro & Moi. The studio of Teemu Suviala and Antti Hinkula were commissioned by Helsinki Design Week to work on a new identity for its tenth year, based around the theme of “taking the leap” — a theme inspired by the festival’s move to a year-round online platform.

The studio started by looking to the existing logo, and how it could be expanded and re-appropriated within the festival’s new parameters.

“[We] revised and reconstructed the 10-year-old logo… to better respond to the new phase of the evolving festival,” the studio explain. “The ruler was given a new, more abstract form as a bold and dynamic pattern taking over empty areas.”

Bespoke typography families, HDW Sans and HDW Mono, were created by the studio for all communication purposes across print and online. This, with the graphic elements, was pulled together with the “athletic” leaping photography of Osma Harvilahti.


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