New Logo and Branding: TorikorttelitPosted: July 10, 2013
Kokoro & Moi have recently completed the brand identity for Torikorttelit, the old town district of Finland’s capital Helsinki. The identity, based around bright colours, simple geometric patterns, a stacked typographic logo and modernist inspired secondary typeface executed across a broad range of collaterals that includes street graphics and signage, in-print and on-line advertising, stationery, packaging and a variety of publications, neatly mixes the themes of past, present and future ideal for the historic location set at the heart of a growing city.
“The visual identity was designed to communicate the new vivid and diverse city. It is a combination of the history of the old merchant area, the progressive beat of the city today and visions for the future. The classic stripes and the Helsinki colour palette together with the modern typography create a bold look and feel for all communications from spatial design to marketing. The identity speaks volumes about the diversity, the layers of architecture and of the attitude with which the area is taking its place in Helsinki as a catalyst for new things to come. Its objective is to create awareness for the events, experiences and opportunities that lie at the heart of Torikorttelit.”
- Kokoro & Moi
Although far from logo-centric the logo-type works pretty well to establish, through the stacked layout and broad character spacing of an old style serif surrounded by a roundel – a typographic square set at the heart of a circle – an interesting aesthetic contrast that neatly conveys both modernity and tradition, placing the old town at the centre of a contemporary cosmopolis.
Despite the subtle and communicative value of the logo-type, it is the colour palette and pattern work that really delivers distinctive character and an urban energy. These are bright, on-trend and appropriately enhanced by the use of white space that mixes a sense of fashion and, through simple geometric patterns and bunting, an almost nautical and market town sensibility that feels ideal for Helsinki’s position as a port and history as a trading post.
Like a lot of of Kokoro & Moi’s work there is an unusual secondary typeface utilised across the print work. Raisonne, created by Benjamin Critton and described by Colophon as ”parodic-serious, intended to be a bit dumb, blunt, candid, affable—honest in the same way Modernism liked its materials”, feels like a smart progressive choice that acts as a neat counterpoint to the retrospective letter-forms of the logo-type.
Update – 11/07/13
More identity work from Kokoro & Moi:
Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.