The Helsinki Regional Transport Authority (HSL) was recently born as a coalition of Helsinki City Transport and Helsinki Metropolitan Area Council, the two main operators of the capital city region's local public transport.
Reliable, fresh and easy to approach were attributes to communicate through the overall look. The octagonal shape of the logo symbolises the expanding public transportation network. The loops in the logo are reminiscent of leaf shoots, referring to new ways of action, new partnerships and ecological values. The eight loops also represent all cardinal directions, and send a message about the broad-ranged function of the organisation. In the middle of the logo there are two graphical lines, symbolising united organisations as well as public transport with its tracks, wheels and map lines.
Kokoro & Moi is responsible for the brand identity extending from the logo to information graphics and publications, and from advertising to physical and digital environments, guidelines for photography and the appearance of the vehicles, among other things.