Senate Properties is a government owned enterprise and acts as the government’s expert on the working environment and working premises. They have a history that spans over 200 years as the manager of the Finnish state’s properties.
Senate properties is in the midst of an organizational and strategic change due to the ongoing structural changes in government administration, workforce composition and the changing workplace. Senate Properties needs to be the leading consultants and experts in pioneering new kinds of working practices and working environments for the Finnish government.
The visual brand needed to be updated to reflect this major strategic shift. Our assignment was to find a visual expression that reflected the shift from manager of state properties to experts of smart workplaces.
The visual solution focuses on visualizing movement. This refers to the continuing development and dynamism of the modern workplace, pushing the state’s working practices forward and the fact that in the current workplace change is the only constant. The solution abandons any references to the history of Senate Properties as the manager of historical properties, instead opting for a pure, energetic and modern visual language that represents a future-looking organisation.
Our solution is quite simply based on the shapes drawn by a moving dot. The trajectory of the movement is represented in the form language of all elements: the letters of the logo, the shapes of the typeface and icons, and as a three-dimensional element. The color palette further emphasizes this movement by representing a shift from cold to warm or vice-versa.