After auditing the old identity and materials, the focus in designing the new identity was redrawing the coat of arms, developing a bespoke typeface, designing the decorative pattern, defining the color palette, and guiding the consistent use of the visual identity across all the touchpoints. The keywords defined for the visual identity creation were dignity, elegance, and modernity.

History gave us all the inspiration we needed for the project. For the design work to be done, we reviewed the old presidential materials collected by the National Archives over the last hundred years. The dignity and formality are conveyed through the official presidential coat of arms, which needed to be preserved in the new visual identity. However, the old version of the coat of arms had some imperfections and errors in the details. We drew a new version, where the lion with swords and surrounding rose flowers received a sharper and more polished design.

As a contrast to the coat of arms, we wanted to bring modernity to the identity through typography. The references we found in the National Archives drew us to a presidential dinner invitation from the 1920s. Inspired by this, we designed a new font as part of the visual identity. The sans-serif Presidentti Sans serves as the primary typography in the visual identity and brings the necessary contrast to the historical coat of arms. As the secondary typography, we chose Cormorant Garamond, which is one of the most sophisticated serif fonts of all time.

As part of the identity, there is a floral pattern inspired by the gilded ornamental details found in the interior of the presidential palace. The pattern is used on the back of printed applications as well as on gift packaging and wrapping paper. The color palette of the identity is dignified: gold distinguishes applications and materials designed for the president from the silver used in the office.