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"We believe that the scale and complexity of today’s challenges are more effectively addressed when design is a leading voice coordinating many, rather than a service applied to pre-defined problems. With a specialized ability to bring synthesis to complex problems, to work from conception to implementation, and to visualize complex relationships, the strategic designer plays a lead role in addressing the issues faced by contemporary society. Helsinki Design Lab (HDL), a project initiated by Sitra – The Finnish Innovation Fund – fosters state-of-the-art knowledge, capability, and achievement in the area of strategic design in order to improve global supply of this essential 21st century problem solving skill."

The driving idea of the visual identity is drawn from the “space” occupied by the strategic framework of the HDL, which draws together a diverse group of actors and entities from various fields. These actors, each one a specialist in his field, contributes a unique point of view within a group that can offer a more holistic definition of the problem, thereby creating the opportunity for a more effective range of solutions. The Strategic Designer acts as an enzyme, coordinating the process.

"The work from Two Points for our Helsinki Design Lab visual identity captures the spirit of our endeavor: it's systematic, nimble, and founded in really sharp thinking about the various mediums that the identity needs to suit. In this way, the visual identity of our Helsinki Design Lab is similar to how Sitra sees a role for strategic design operating as part of the solution to today's large scale challenges: a reflexive capability responding intelligently to real world needs. We at Sitra are very pleased with the work from TwoPoints and are constantly receiving compliments on the uniqueness and attention to detail that our visual identity embodies."

Bryan Boyer
Design Lead at Sitra, The Finnish Innovation Fund

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Client: Sitra
Year: 2010

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Halftransparent paper envelope, printed with white silkscreen Halftransparent paper envelope, printed with white silkscreen Halftransparent paper envelope, printed with white silkscreen Halftransparent paper envelope, printed with white silkscreen Halftransparent paper envelope, printed with white silkscreen Halftransparent paper envelope, printed with white silkscreen

Booklet Booklet Booklet

Banner, using a pattern
Book, using a pattern
Newsletter Newsletter Newsletter Newsletter Newsletter

Businesscard with emboss Businesscard with emboss

Letterhead / envelope Letterhead / envelope Letterhead / envelope Letterhead / envelope

Banner
Banner
Visual Concept
In terms of visual representation, this space is filled by heterogeneous visual styles that serve to represent the actors (specialists) with different backgrounds functioning in a holistic way. The conceptual framework of this particular visual identity, in contrast to a “normal” branding, avoids homogeneity or uniformity in favor of highly diverse visual styles occupying the same space. Yet, given this embrace of heterogeneity, the visual identity maintains a sense of stability in order that the identity expresses trust, confidence and recognizability. Thus, the visual identity is both flexible and constant.

Visual System
The identity contains two zones:
1) A flexible image space that may house corporate elements or images that illustrate a specific content and
2) The wordmark space. Here are outlined the different applications of the word- and imagemark.
Color
Color is important for the recognizability of the visual identity. The “HDL Blue” is based on the blue of the Finnish flag. For the HDL, this blue has been bumped up to be cleaner and brighter.
Additional Colors for the HDL Trust
The color palette of the additional color scheme are always used in combination with the “HDL Blue.” They are used for the overprint “Synergy Elements” and the HDL “D”.
Graphic Elements
There are two different types of graphic elements:
1) “HDL Elements” and
2) “Synergy Elements.”

HDL Elements
The “HDL Elements” are used in combination with the wordmark. The form of this element is derived from the letters “H”, “D” and “L”, set in Univers 65 Bold. On larger formats with a more generously sized image space, only the HDL Element “D” will appear amongst other image material. It is set in blue on the four-color items of the “HDL Event” and in one color (from the additional color system palette) when used on an “HDL Trust” item.
Synergy Elements
The graphic elements visualize the synergy between different kinds of “actors.” They are overprinted in one of the colors from the additional color system. The task of the “Synergy Elements” is:
1) To visualize the HDL objective to “bring synthesis to complex problems.”
2) To strengthen the recognizabililty of the brand.
The “Synergy Elements” are composed of clean vector lines and circles. They are intentionally neutral and impersonal so as to stand apart from the more detailed and personal content of the base layer.
Grid for magazine Grid for magazine

Poster example in color. Wordmark and text is set in black when image is used in color
Different proportions between text and image, based upon a square grid Different proportions between text and image, based upon a square grid Different proportions between text and image, based upon a square grid

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