Kokoro & Moi's splendid new identity for Helsinki Design Week's tenth anniversary

If last week on the site was dominated by terrific Norwegian graphic design, then this week it’s the turn of Finland, and more specifically Kokoro & Moi to step into the spotlight. Teemu Suviala and Antti Hinkula’s studio has been going for 13 years now, and it’s always exciting to get wind of new updates on their site.

Helsinki Design Week commissioned the studio to work on a new identity for its tenth year, based around the theme “taking the leap” which in turn was inspired by the festival’s move to a year-round online platform. Taking as the starting point the existing logo – a designer’s ruler marking out seven weekdays – the team thought about how this imagery could be re-appropriated and updated to better reflect the festival’s new chapter.

“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 visualise the theme ‘Taking the Leap,’ the 10th anniversary campaign was illustrated with athletic and graphic photography by Osma Harvilahti.”