Helsinki’s brand identity has changed. The City of Helsinki adopted a new Helsinki logo and other new visual symbols at the beginning of June in conjunction with the thorough reform of the City organization. The rebranding of Helsinki sought a fresh new brand identity that respects the past and is both modern and timeless.
The new logo of Helsinki is based on the traditional old Helsinki crest, and it includes the word Helsinki. The traditional crest will not disappear but will be reserved for festive uses.
The colours of the new brand identity are familiar to citizens. They are the colours used, for example, in the Helsinki crest, the cupola of Helsinki Cathedral, the Suomenlinna fortress island and the brick wall of the Hakaniemi Market Hall. The new brand identity is made up of 14 different colours.
The City of Helsinki has had no uniform brand identity up until now, and city departments and projects have had their own varying identities and logos.
The reform of the City organization offered a good opportunity to unify the City’s brand identity. Now that the entire organization produces and uses materials based on a uniform identity, the City’s actions can draw more attention and be more efficient, as well as saving money.
Increasingly clear communication
For citizens the reform means increasingly clear, easily understood and more resident-oriented marketing and communication about the City and its services.
People working in Helsinki or visiting the city will perceive Helsinki more easily than before as a straightforward, appealing, modern, functional and enjoyable place. The uniform identity also helps Helsinki to differentiate itself from other cities and regions.
The new brand identity does not concern Helsinki Art Museum, Helsinki City Museum and the Helsinki Philharmonic Orchestra. Helsinki’s municipal enterprises also retain their former identities.
The design of the brand identity was carried out by the brand design agency Werklig, which was selected through a competitive bidding process. The design work was assisted by several City experts. The adoption of the brand identity was decided by the Mayor.
The introduction of the new brand identity throughout the organization will take time. It is likely that many years will pass before the identity is fully established.