Helsinki: The most functional city in the world

Challenge: Strategy follows function

After setting itself the small goal of becoming the most functional city in the world, Helsinki needed an identity to match. One that would stretch across all the city’s services, events and projects. To be applied to anything from building sites to custody notices to international tourism boosting efforts. The identity needed to speak basically to everyone: employees, current and future residents, all Finns, immigrants, tourists and foreign dignitaries. Ultimately, the public project called “The City of Helsinki” needed to be recognised at all touch-points: literally and metaphorically.

Approach: Design by collaboration

Werklig won the pitch by presenting a process of co-creation. Altogether, 200 people from different departments and positions within the city participated. The new strategy with four principles was investigated: Fascinating Contrasts, Unique & Diverse, Transformation & Growth, Helsinki Works. A shared vision about the brand identity was created.
 

Multiple short sprint rounds of reviews, feedback and decision making narrowed down design choices. In the hundreds of meetings and workshops, all voices were listened to and reconciled with. There were heated debates. And fun. 

7 months was a tight schedule. Everyone received a crash course in brand design. But when the brave new identity emerged, the city employees were proud to present the work to the world by themselves.

Outcome: Everything is of the city

All assets of the identity come from the city’s landscape. We were able to create something that is both excitingly new and reassuringly old. This is a smart approach that gets not only city employees, but also residents, to join in as Helsinki brand ambassadors.

Previously, the only consistent identity element was the over 400-year-old coat of arms (a crowned wooden boat floating on gentle waves). Now, the bottom silhouette of the crest and the wave motif serve as core elements of the identity. The wave motif is a nod to the city’s coastal location, architectural details, fascinating contrasts and experiences. It works as another identifiable graphic expression beyond the logo and as an easy-to-use tool for introducing various opposites and communicative contrasts. City and nature, vibrancy and tranquility, the four seasons.

Together with photographer Jussi Hellsten and producer Hanna Kaikula, an entirely new visual narrative was designed for the city. The overall theme for the photos and videos was the absence of filters, portraying Helsinki as it is. It is an act of respect, illustrating the diversity of people, emotions, and experiences as they truly are.

The colour palette draws together various references that can be seen and recognised in Helsinki’s landscape; these are the colours used in the Helsinki crest, the Cathedral’s cupola, the public transit system and Suomenlinna Sea Fortress.

The Helsinki Grotesk font is a custom typeface for the city. It is a classic and timeless sans-serif with wavy details, providing character and continuity throughout all communications, from business cards to signage and digital platforms.

Impact: Hel of an impact

Among the big old cities, Helsinki stands out as the bold, youthful one. The new identity has given Helsinki a big positive kick. An image of a straightforward, modern, functional and enjoyable place. (And image is everything, or at least the beginning.)

Chances are, you ended up on this page by googling “the best city branding”. If you didn’t, Helsinki comes up in the top five. Improving Helsinki’s global image over the internet is one thing, but the concrete results affect lives. Sounds grand, but it’s true. 

The number of visitors to Helsinki increased by 19% in the year following the brand renewal. Each year, the city saves thousands of person-hours thanks to an identity system that is fast and easy to use. Overall satisfaction with public services has increased, as they are now clearly recognisable as city services. Happier taxpayers!

One Hel of an Impact.