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.
Helsinki Design Week presents the new faces and phenomena of design, promotes design internationally in collaboration with various partners, and offers citizens a forum to participate in developing and discussing the city and its culture. The festival program consists of around 150 events each year and targets both for professionals and the general public.
In September 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 new, bilingual online design media. The renewed helsinkidesignweek.com website, designed by Kokoro & Moi, and the Helsinki Design Weekly newsletter’s curated editorial content will comment on current phenomena in the field of design and raise discussion on its future.
Kokoro & Moi is 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.