The Helsinki Market Square is one of the most visited places in Helsinki.
The dominant feature of the area is the cluster of market stalls selling produce and souvenirs. The stalls serve the purpose of sheltering the vendors and their wares, but unfortunately do little to exploit the potential of the Square.
In a joint venture with The finnish Government and tourist board, Aalto University, and the US Ambassador to Finland under president Obama, Bruce Oreck, a competition was proposed to redesign the market stalls marking both the centenery of the Finnish nation and usher in a new era for Helsinki's market square.
The dominant feature of the area is the cluster of market stalls selling produce and souvenirs. The stalls serve the purpose of sheltering the vendors and their wares, but unfortunately do little to exploit the potential of the Square.
In a joint venture with The finnish Government and tourist board, Aalto University, and the US Ambassador to Finland under president Obama, Bruce Oreck, a competition was proposed to redesign the market stalls marking both the centenery of the Finnish nation and usher in a new era for Helsinki's market square.
I was tasked with designing an identity for the competition that would speak to its target audience of young industrial designers, while still retaining an essence of the landmark's historic character.
Inspiration for the entire identity came from the market itself. Images of the square in its former incarnation were awash with orange from the distinct canvas tarpaulins that sheltered the market sellers behind their stalls.
The logo design came to emulate the natural curved arch of these cloth roofs which when positioned in a repeating grid created a wave pattern that abstractly mirrored the north sea that borders the market.
From then on the arch logoform was seen as a symbol of protection, strength but also flexibility, a fitting tribute to one of Helsinki's most beloved locations and the challenge that lay ahead for the participants.
Inspiration for the entire identity came from the market itself. Images of the square in its former incarnation were awash with orange from the distinct canvas tarpaulins that sheltered the market sellers behind their stalls.
The logo design came to emulate the natural curved arch of these cloth roofs which when positioned in a repeating grid created a wave pattern that abstractly mirrored the north sea that borders the market.
From then on the arch logoform was seen as a symbol of protection, strength but also flexibility, a fitting tribute to one of Helsinki's most beloved locations and the challenge that lay ahead for the participants.
