Joo, Asuntoyhtymä Group

Space for living carefree

Joo, Asuntoyhtymä Group

Contributions

Brand Strategy, Brand Identity, Digital Design, Sonic Branding

Industry

Real Estate, Housing

An entirely new brand for rental business of Asuntoyhtymä, a property developer and manager. Joo is founded on simplicity, clarity and positivity, all of which manifest in carefree rental living.

‘Joo’ is a colloquial expression for “yeah” or “yes.” It’s the most used word in the Finnish language and, d epending on intonation, also one of the most diverse in terms of meaning.

‘Joo’ can express both doubt and affirmation, excitement and compliance, agitation and agreement. As such, it turned out to be the perfect name for a brand speaking to people at different stages of life, with different needs and dreams of what a home should be.

Joo is about much more than apartments. It’s about offering a base for living the life you desire. It’s living as a service.

We knew that whatever we end up designing would need to help position Joo as warm, inviting, and approachable.

The shifting text-like logo incorporates necessary design cues without making it look too much like a conventional logo. Its default punctuation is a period, which acts as a conductor of Joo’s soft personality and playful motion language. As the brand continues to expand its offering, the logo’s flexibility and warm colour palette provide a platform for taking the brand into multiple print and digital applications.

The identity keeps things simple by focusing on the essentials, thereby evoking a carefree atmosphere.

Less isn’t more, it’s just enough. By subtracting rather than adding elements, we managed to create space for endless combinations of colours, images, logo variations and conversational copy.

“We asked for a simple and beautiful brand. Not did we only get that, but a brand that defines our company culture. A brand that broadens our way of thinking and doing business. A brand that makes us believe even more in what we do. By saying Joo, we believe in new opportunities.”

Heta Kärki

Commercial Director, Asuntoyhtymä Group