INTRODUCTION

Helsinki city

The goal

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

Brand

Helsinki city

TYPE

Visual identity

PROJECT

Student work

Tools

Adobe CC:
– Photoshop
– Illustrator

Content

Insights

Art direction

Visual identity

INSIGHTS01

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

ART DIRECTION02

Chosen direction

Inspired by the history of architecture in Helsinki I would combine:

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

VISUAL IDENTITY03

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

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.