Nowadays cities compete with each other for attracting investments and people. Helsinki City Marketing promotes the general recognition of Helsinki as one of the most exciting cities in the world and the new visual brand identity helps to do that.

The frame for the creative idea was two-fold: first, to create an identity with built-in visual references to Helsinki history and city life (to create emotional attachment within users) and secondly, to create the most flexible and adaptive identity possible that would also stand out from other city identities.

The target audience was basically “everyone”, starting from 40,000 City employees to Helsinki residents, other Finns, foreigners, tourists, immigrants and special groups. This amplified the need for flexible and memorable identity that is also easy to use.

The new identity was built on emotional, tangible cornerstones that most (users and target audiences) could get a grasp on. This would help introducing the new identity to target audiences. For this reason the spearhead of the identity–Helsinki logo–is built on the most recognisable Helsinki symbol, the traditional Helsinki crest.

The graphic wave motif (and it’s variations) used as graphic element was also derived from the coat of arms. New custom typeface with some typographic "wavy" details, Helsinki Grotesk, was also designed.

The brand colours are subconsciously familiar to citizens—they are the colours used in the Helsinki crest, the cupola of Helsinki Cathedral and colours of the tram and metro etc.

A fully new image narrative was designed (both for moving and still image) for the City with a help of curated photographers. The overall theme for the images and executions was "no filter", portraying Helsinki as it is.

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.

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 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. Due to this exact numbers for increase of value are hard (or impossible) to gather at this phase. Rebranding a city is not a campaign but an ongoing 360° design process.