Stunning new identity for Helsinki Design Week's 10th anniversary

Founded in 2005, Helsinki Design Week is the largest design festival in the Nordic countries. For its 10^th anniversary HDW commissioned Kokoro & Moi to work on a new identity based around the theme “Taking the Leap”, inspired by the festival’s move to a year-round online platform by launching new, bilingual online design media. For the identity, Teemu Suviala and Antti Hinkula revised and reconstructed the 10-year-old logo – depicting a designer’s ruler marking out seven weekdays – to better respond to the new phase of the evolving festival. “The ruler was given a new, more abstract form as a bold and dynamic pattern taking over empty areas,” Kokoro & Moi said. “Comprehensive bespoke typography families, HDW Sans and HDW Mono, were created for all communication purposes. To visualize the theme ‘Taking the Leap,’ the 10th anniversary campaign was illustrated with athletic and graphic photography by Osma Harvilahti.”