INTRODUCTION

Helsinki city

I should choose and create a new visual identity for this city, Helsinki in Findland.

Brand

Helsinki city

Tools

Adobe CC:
– Photoshop
– Illustrator

Content

01

Insights

02

Art direction

03

Visual identity

01. Insights from desk research

I was desk researching the visual, cultural, society, music, living, architecture style, food, transport, and the historical characteristics of the city and I got insights about core values to work with. Helsinki represents these values that I used in the direction of design choice:

Space, embracing, friendly, happiness, trust, nordic, innovative, historical nostalgic, excitement

02. Art direction

Inspired by the history of architecture in Helsinki I combined:
 

Art nouveau

Decorative elements: intricate trees, flowers and forest creatures.
The past and the present
By combining the past and present of architectural styles and decorative symbols that are seen in the city, art nouveau, and neo-classical architecture with modernism, it becomes innovative and will embrace the historical nostalgia of the past.
 

Modernism

– Straight lines
– Clean horizontal and vertical lines
– Repetition
– Geometrics shapes and patterns

03. Visual identity

Colours

Having a friendly and colourful city I decided to combine calming and soothing colours from the art nouveau buildings and stimulating and energising bright colours from the modern culture and buildings that enrich the city with colourful experiences.

By doing this the colours represent the city’s past and present.

Typography style

Soft expression | Clean lines | Slim | Tall vertical lines | Modern | Sans-serif

Logo

Each colour in the logo represents areas in the city

Imagery

Photos. A look into the mood and beauty of the city – the organic and clean straight lines and shapes, the soft and friendly colours, the awesome community, and the old and new combined design styles.