CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Directors

Teemu Suviala
Antti Hinkula

Designers

Timo Ilola
Niklas Ekholm
Mikko Varakas
Chris Bell
Jungmyung Lee
Lauri Johansson

Project managers

Minna Malinen
Anneli Peltokangas
Jenny Gyllander


TAGS

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LINKS

Kokoro & Moi
World Design Capital Helsinki 2012

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CLIENT

The World Design Cap­i­tal is a city pro­mo­tion project cel­e­brat­ing the mer­its of design. Held bien­ni­ally, it seeks to high­light the accom­plish­ments of cities that are truly lever­ag­ing design as a tool to improve their social, cul­tural, and eco­nomic cli­mate through­out a year-long pro­gram of design-related events.


BRIEF

After suc­cess­fully com­plet­ing the appli­ca­tion phase in 2009, Kokoro & Moi was invited to con­tinue work­ing with World Design Cap­i­tal Helsinki in 2012; brought in to develop the iden­tity con­cept, visual iden­tity, com­mu­ni­ca­tion design, adver­tis­ing, and sev­eral design projects from prod­uct to spa­tial and inter­ac­tive design. The main themes for the WDC Helsinki 2012 year were Open City, Global Respon­si­bil­ity, and Roots for New Growth. World Design Cap­i­tal Helsinki 2012 events, exhi­bi­tions, and loca­tions attracted nearly one mil­lion vis­i­tors. 2,800 events were orga­nized through­out the year and the pro­gram included 580 projects.


APPROACH

The World Design Cap­i­tal Helsinki 2012 visual iden­tity was built around the idea of open­ness. Cit­i­zens were taken to the cen­ter of design and prob­lem solv­ing to develop ideas and solu­tions fur­ther. The brand iden­tity fea­tured hun­dreds of graphic inter­pre­ta­tions of the main themes (Open Helsinki—Embedding Design in Life, Global Respon­si­bil­ity, and Roots for New Growth), designed in Open Iden­tity Work­shops by peo­ple from all ages, nation­al­i­ties, and dif­fer­ent back­grounds. The iden­tity changed its look across medi­ums and events as more graph­ics fed in—it rep­re­sented the open source idea in the form of an iden­tity system.

The visual iden­tity for the World Design Cap­i­tal Helsinki 2012 project played a very impor­tant role, bring­ing the project to life and mak­ing it vis­i­ble among cit­i­zens and guests who vis­ited Helsinki dur­ing 2012. Along­side the logo, Kokoro & Moi cre­ated an iden­tity based on the core mes­sages in the strat­egy, which high­lighted the idea of open­ness and encour­aged peo­ple to get involved in the devel­op­ment of their city. Kokoro & Moi cre­ated the “Open Iden­tity Work­shop” con­cept where any­body could come to draw and give their input to the identity—these were a huge suc­cess with hun­dreds of peo­ple attend­ing. They were also a great way to tell peo­ple about the design cap­i­tal project, its strat­egy, and the goals. The iden­tity was always evolv­ing (like the city which is never fin­ished) when more and more illus­tra­tions from peo­ple were fed in. The visual iden­tity suc­ceeded with its vivid, col­or­ful, and fresh look and atti­tude, and was some­thing else other than the clear and min­i­mal­ist lan­guage of form that Finnish design is known for. — Mr. Pekka Timonen, Executive Director of World Design Capital Helsinki 2012"

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