Love this branding effort from 2012 by Bond for the University of the Arts Helsinki, which was formed after the merger of The Finnish Academy of Fine Arts, Sibelius Academy and Theatre Academy Helsinki. Everything about this identity from the distorted logotype to the colour palette is superbly energetic!
The new brand mark takes the form of a bold ‘X’, which is as ‘rich with meaning as art itself’ as it can represent ‘a starting point, a destination, a meeting place, a location, a signature, an unknown force, a warning, an irritant, a question, a solution’ or any number of other concepts. Its ambiguous nature makes it a very versatile graphic device and it’ll be interesting to see how it’s utilised in future applications.
My favourite aspect though is the strong logotype! The way in which it has been distorted beautifully compliments the overall tone of this vibrant and energetic identity.