An identity created for a new european challenger brand.

Logo and colour studies for Finland's tourism identity

New identity for Visit Finland. Finland is a challenger brand in tourism, so we had to differentiate from the competitors. The symbol symbolizes (as they sometimes tend to do) shapes that can be found from the finnish nature like the midnight sun, rocky banks of the archipelago, drop on the surface of water etc.

Disruptive strategy and design work resulted in country branding based on the key idea that in comparison with most other countries, Finland is something else totally individual, unconventional and fresh. It is a welcome alternative to places crowded with tourists.

Hope to post more images soon.

Agency:
SEK & Grey / SEK Design