The legendary ball chair.
The target audience for the new logo are consumers both familiar and unfamiliar with Aarnio’s works. For this reason we kept the approach very straightforward: the name of the designer was brought to the forefront in a big way. The creative idea was quite simply based on the shape of Eero Aarnio’s most iconic design, the Ball Chair, designed in 1963. As the logo is also a certificate of authenticity, it will be engraved to all authentic Eero Aarnio Originals products. Three-dimensionality gives the logo depth and originality. Round shapes and playfulness are important and recognisable elements of Eero Aarnio’s work, and we wanted to highlight this in the logo. Social media was an important aspect in the design process as well; the logo was designed with the space restrictions in mind, so that the logo would work in all the channels the brand is present in.