Visual identity for Aalto University, which was created in 2010 from the merger of three Finnish universities: The Helsinki School of Economics, Helsinki University of Technology and The University of Art and Design Helsinki.

The final logotype was developed from the initial logo concept submitted to the logotype competition (below). The visual implementation of the concept has been simplified. The question ”Aalto university?” is now simply represented by an ”A?”. The capital A can in principle be paired with any symbol. In this way the character and meaning of the mark continuously changes – representing a University that is open for discussion, re-definition, and change.

The visual identity is based on visual universals: a typeface based on Helvetica, colors selected as a color wheel, a universal geometric grid etc. This creates a visual language that is symbolically neutral and thus a logical continuation of the concept of the logotype.

The use of the visual elements is free, and guided only by a few basic principles. The goal is to achieve a visual system with which the diverse visual tasks of the University can be solved in flexible and creative ways, without resorting to predefined formulaic solutions. In this sense the visual identity is constantly in progress, seeking a suitable balance between flexibility and recognizability.

The project has consisted of the design of applications, direction of the visual identity as a whole (guiding collaboration with different advertising- and design-agencies, directing photography etc.), and implementing the visual identity through numerous guidelines (visual identity elements, photography, posters, brochures etc.), templates, and training. The work is ongoing.

Winning entry to the logo-contest for Aalto University, Helsinki. This logo-concept will be further developed into the visual identity. From my explanation of the concept:

"What defines the image of an educational institution? Discussion, evaluation, change. A school is constantly re-evaluating, discussing and adjusting the way it organizes itself and its activities. The image of a school is thus undefinable – it is in constant change. This is why the logo should not provide a static predefined image, but a blank canvas, which will in time be attached with meaning - an identity created and experienced by the students, researchers and employees.

The question mark is directed at the viewer/reader: What does Aalto University mean to you? The logo is an invitation to discuss and evaluate, to personally participate in the common project that is the university. The answer to the question will also be formed by the actions, practices, culture and reputation of Aalto university - does the university hold up to the standards it has set for itself? The logo stands for a university that is open for discussion, critique and change.

The logo doesn’t have a static visual form, it can be endlessly rearranged and changed. The typeface Helvetica has been chosen because it is the most “meaningless” typeface. The primary colors are used because in this combination the have no symbolic value but merely represent “all colours”.

Branding concept and visual identity for a furniture product family designed by Ilmari Tapiovaara. The products are Finnish design classics, designed around 1930 – 1950, and are now produced and sold by Aero Design Furniture.

The visual identity is based on the use and combination of specific materials and techniques: recycled paper, brown cardboard or paper, white silkscreened elements, and gold printing – always on uncoated stock so to not appear to shiny. All other material elements (rubber bands, folder mechanisms etc.) are either black or white.

http://www.tapiovaara.fi/

Johannes Romppanen is a documentary photographer, whose photos have a spontaneous and humorous quality. The design of the stationery attempts to extend the spontaneity and peculiar aesthetic of the photographs to the general look and feel and graphic elements.

Identity for designer Aleksi Perälä. The identity is based on the most simple elements: 1 grid, 2 typefaces that can only be used in 4 sizes, and a few predefined weights for rules.

The same grid can be used for all applications, from business cards to presentations. Together with the pre-determined type-sizes this creates a modular system that ensures consistency throughout all applications. The system is not just visually but also physically consistent since the font sizes and grid used on all printed matter are the same.

The inflexibility of the system leads to awkward and strange results - this gives the identity a unique and recognizable character. All applications can be improvised and designed flexibly using the basic system, this allows for endless variations on the same visual theme.

Visual identity concept for Design Studio Muotohiomo. An attempt to achieve a cohesive identity through maximum vitality. Inspired by the Conceptual artist Sol LeWitt, this identity is based on a set of simple instructions that can be interpreted in various ways:

USE ANY COLOUR (BUT NEVER THE SAME ONE TWICE) / USE ANY TYPEFACE (BUT NEVER THE SAME ONE TWICE) / USE ANY FORMAT (BUT NEVER THE SAME ONE TWICE) / USE ONLY ONE TYPEFACE PER ITEM / UNDERLINE THE NAME “MUOTOHIOMO”

In the applications below, the font, color and format are selected randomly within certain parameters. The business cards are random sizes, but they all have the same area as a standard business card. The letterheads follow the same principle – randomly generated sizes with the same area as an A4. The random sizes and colors were generated by scripts programmed in Nodebox.