Helsinki Arts Initiative designed by Åh

Logo designed by Werklig for Helsinki Arts Initiative

The Helsinki Arts Initiative is a recently established organisation that consults on and produces collaborative, cultural, art based projects throughout Europe and Asia. The initiative’s identity, created by Johanna Lundberg and Elin Svensson of independent design agency Åh, visualises a diverse remit and global reach with a logo-type built from wide characters and broad tracking.

“HAI’s work will span across many different platforms, networks and cultures, and to visualise this we literally stretched the word to create a broad logo, extending itself over the various visual materials.”

– Åh

Logo designed by Werklig for Helsinki Arts Initiative

The logo-type’s unusual mix of extended characters with a low vertical height, geometric simplicity, reductionist approach (through the absence of the A’s bar and three letter abbreviation), combined with its oversized print-based execution delivers a confident and unexpected visual identity. Its rectangular nature, emphasised by the bold vertical strokes of the H an I, makes its alignment, proportion and positioning across the breadth of the stationery quite fitting and while I think perhaps this might be perceived, by some, as poor practice (please do share your own opinion) to me it has an avant-garde/modernistic sensibility that intelligently places it on the boundary between art (subjectivity) and design (practicality).

The consistent, light line weight and size of the accompanying sans serif typeface introduces a nice contrast to the significant volume of the word-mark and introduces a non-hierarchical sensibility, a Bauhaus principle that, working in conjunction with the collateral’s clear grid based layout and monochromatic colour palette creates a strong sense of functionality and practicality that should appropriately frame but not detract from the initiative’s collaborative activities.

Logo, business card and headed paper designed by Werklig for Helsinki Arts Initiative

Follow BP&O:

Logo, business card and headed paper designed by Werklig for Helsinki Arts Initiative

If you liked this then you may also like:

Logo - Sellar  Logo - IVPN  Logo - Molecule

Support BP&O

Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.