University of the Arts Helsinki

An award-winning identity that doesn’t play it safe

University of the Arts Helsinki

Contributions

Brand Strategy, Brand Architecture, Brand Identity, Marketing, Digital Design, Motion Design, Launch

Awards

Vuoden Huiput, Gold, 2013
Type Directors Club, 2014
Best in European Design & Advertising ADCE, Silver, 2014
Rebrand 100, 2014

Industry

Arts & Culture, Education

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 to form one university called the University of the Arts Helsinki. BOND’s challenge was to create a unified brand identity and architecture that also allows room for the individual academies to build their own profiles. The solution is an identity that works across different arts disciplines and avoids typical clichés and conventions.

The deconstructed logotypes distinguish the university from business and science institutions, while the simple, bold anchor symbol 'X' embodies multiple meanings, much like art itself. It can be seen 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 encompasses all brand touchpoints, effectively anchoring the three academy brands together.

The client wanted to be portrayed as "Finland's most interesting university—an ambitious proposal that required an equally ambitious solution.

Therefore, the new brand position was built around the purpose and social significance of the Art University itself—the power of art and the artist. The Art University is the originator of artists; it represents our art tradition, acts as a counterforce to the talking heads, and serves as a driving social player. The Art University sees art as a force for strengthening humanity.

BOND, in collaboration with printing house DMP, developed a distinctive brochure for the new university. Utilizing the Iris print technique, each cover was crafted to be unique, reflecting the individuality and creativity at the heart of the University of the Arts Helsinki.

For the launch, BOND created a campaign that gave students a budget of 1,000 euros to showcase their artistic work on the streets of Helsinki.

The university wanted to thank members of the Finnish Parliament by giving them a Christmas gift filled with art. The gift generated a substantial amount of free publicity for the university, as it was featured in all major news media.