Brand Identity

Saastamoinen Foundation

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The brand identity of the Saastamoinen Foundation Art Collection is inspired by the golden ratio, also known as the divine proportion, that is broadly manifested in art, science, architecture, music and nature. Amidst black and white colour, the logo remains true to this golden ratio, even though it is subjected to continual transformations from one version to the next. As the letters of the logo are playfully repositioned, they form random or abstract constellations. This concept works especially well in animations, where viewers see a seemingly infinite change of letter combinations.

Credits
  • Client:
    Saastamoinen Foundation
  • Design:
    Kuudes Kerros Oy, Helsinki
  • Art Direction/Graphic Design:
    Tony Eräpuro
  • Project Management:
    Päivi Korteniemi, Sonja Söderholm
  • Strategic Planning:
    Jari Danielsson
  • Architecture:
    Janne Kupiainen
  • Pre-Press:
    Kirsi Rauhala