TY - ADVS
T1 - SAFA rebrand (creative direction and design)
A2 - Pusa, Sofia
PY - 2023
Y1 - 2023
N2 -
Finland is home to a unique architectural
heritage. The Finnish Association of Architects, SAFA, is central in
upholding and protecting this cultural legacy. SAFA needed a rebrand
that pays respect to the associations long history, but also evolves to
keep it relevant for today and into the future. At the heart of SAFAs
new visual identity are graphic patterns that are an abstract
reinterpretation of the original symbol of the Finnish Association of
Architects the acanthus leaf designed by the renowned Finnish architect
Alvar Aalto. The abstract patterns, then, are paying homage to SAFAs
long history and heritage while the vibrant colour palette breathes new
life into the branding.The visual identity is based on a grid that hints
at an architectural blueprint while tying all elements together and
creating a cohesive experience. The geometrical Roobert as the primary
brand typeface is complemented by Cigars typeface with calligraphic
references that together represent both a step forward and a nod to
SAFAs history. The simple, effective logotype is combined with brand
imagery drawing inspiration from architectonic shapes and the play
between materials.
Creative direction and Design: Sofia Pusa
Photography: Atte Tanner PhotographySet Design: Jenni JuurinenThe information on artistic outputs in the Aalto Research Portal follows the reporting guidelines of Finland’s Ministry of Education and Culture. Therefore, each contribution requiring independent artistic activity is reported separately. For full details of the work and its contributors, please refer to information provided by the publisher.
AB -
Finland is home to a unique architectural
heritage. The Finnish Association of Architects, SAFA, is central in
upholding and protecting this cultural legacy. SAFA needed a rebrand
that pays respect to the associations long history, but also evolves to
keep it relevant for today and into the future. At the heart of SAFAs
new visual identity are graphic patterns that are an abstract
reinterpretation of the original symbol of the Finnish Association of
Architects the acanthus leaf designed by the renowned Finnish architect
Alvar Aalto. The abstract patterns, then, are paying homage to SAFAs
long history and heritage while the vibrant colour palette breathes new
life into the branding.The visual identity is based on a grid that hints
at an architectural blueprint while tying all elements together and
creating a cohesive experience. The geometrical Roobert as the primary
brand typeface is complemented by Cigars typeface with calligraphic
references that together represent both a step forward and a nod to
SAFAs history. The simple, effective logotype is combined with brand
imagery drawing inspiration from architectonic shapes and the play
between materials.
Creative direction and Design: Sofia Pusa
Photography: Atte Tanner PhotographySet Design: Jenni JuurinenThe information on artistic outputs in the Aalto Research Portal follows the reporting guidelines of Finland’s Ministry of Education and Culture. Therefore, each contribution requiring independent artistic activity is reported separately. For full details of the work and its contributors, please refer to information provided by the publisher.
UR - https://mindsparklemag.com/design/finnish-association-architects-safa/
M3 - Design
PB - Suomen Arkkitehtiliitto SAFA
ER -