Founded in 2005, Helsinki Design Week is the largest design festival in the Nordic countries. Held annually in September, the multidisciplinary festival presents design from a number of fields, including fashion, architecture, and urban culture. 

In 2014, Helsinki Design Week celebrated its 10th anniversary with the theme Taking the Leap. Apart from the anniversary celebration, Helsinki Design Week took a leap into operating as year-round platform by launching a bilingual online design journal. The renewed website and the Helsinki Design Weekly newsletter’s curated editorial content comments on current phenomena in the field of design and raises discussions on its future.

Kokoro & Moi was responsible for the new identity of Helsinki Design Week, developing its communication design, online and offline presence, and advertising, as well as creating the 10th anniversary campaign.

For the identity, Kokoro & Moi 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. 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 Sarvilahti.

www.helsinkidesignweek.com