Bold award winning identity that doesn't play it safe.

University of the Arts Helsinki

Bold award winning identity that doesn't play it safe

At the beginning of 2013 three of Finland’s most prestigious art academies, the Academy of Fine Arts, the Sibelius Academy and the Theatre Academy, merged into one university called The University of the Arts Helsinki.

BOND’s challenge was to create a unified brand identity and architecture that also leaves room for the individual academies to build their own profiles. The solution is an identity that works across the different arts and avoids the typical cliches and conventions.

More Info

client:

University of the Arts Helsinki

website:

uniarts.fi

contributions:

Brand strategy

Brand architecture

Brand identity

Logo design

Launch campaign

awards:

Type Directors Club Communication Design, Winner, 2014

Best of Finnish Advertising and Design, Gold Award, 2014

Best in European Design & Advertising ADCE, Silver Award, 2014

Rebrand 100. Global Award, 2014

Cannes Lions, Shortlist, 2014

sector:

Education

'Finland's most interesting university'

The client wanted the University to be portrayed as "Finland's most interesting university". Therefore the new brand position was built around the purpose and social significance of the Art University itself. The power of the existence of art and the artist. The Art University is the originator of artists. It is the election of our art tradition, the counter-force of the talking heads and the driving social player. Art University sees art as a force for strengthening humanity.

university of the arts helsinki branding by BOND

Anchoring the three academy brands together.

The deconstructed logotypes distinguish the university from business and science universities. The simple and bold anchor symbol 'X' has plenty of meanings, just like art does. The symbol can be seen, for example, as a starting point, a destination, a meeting place, a location, a signature, an unknown force, a warning, an irritant, a question and a solution. This holistic project covered all brand touch points.

university of the arts helsinki branding by BOND

A unique take on brochure design.

BOND and printing house DMP collaborated to create a special brochure for the new university. The cover was printed using an Iris print technique to make every copy unique.

University of the arts Helsinki launch event by BOND

Taking art to the streets of Helsinki

At the beginning of 2013, the Finnish Academy of Fine Arts, the Sibelius Academy and the Theatre Academy Helsinki merged into University of the Arts Helsinki. To celebrate the launch, BOND created a campaign that provided selected students with a budget of 1000 euros to showcase their artistic work on the streets of Helsinki.

University of the arts Helsinki launch event by BOND
University of the arts Helsinki xmas by BOND

Free publicity with simple yet unexpected ideas

The newly established University of the Arts Helsinki also wanted to thank members of the Finnish parliament by giving them an artful Christmas gift. The gift was prominently featured across the Finnish news media, generating a huge amount of free publicity.

University of the arts Helsinki xmas by BOND

University of the Arts Helsinki