Finnland. Cool.

We designed the visual concept and identity to Finland’s Guest of Honor presence at the world’s largest book fair at Frankfurt. The concept plays with letters and the alphabet – as is appropriate for a literary event.  

www.finnlandcool.fi

A historically big cultural export project

The theme project program was planned in cooperation of Finnish publishers and other experts of literature, as well as the ministries and cultural organizations, with an overall budget of appr. four million euros. The client was FILI – Finnish Literature Exchange.

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Logo and alphabet

Appropriately for a literary event the most important element of the identity was the alphabetical list of words that tells about Finland. Word lists were create by a dozen in four different languages. The way the words were played with depended on the material. The image is from the main entrance of Frankfurt Fair area.

Spatial design and marketing

The Franfurt Book Fair, lasting five days, is the most important cultural export event in german Europe. We worked with spatial designers from Aalto University to link the visual identity to the main spatial venue. The designers were  Natalia Baczynska, Nina Kosonen and Matti Mikkilä.

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The identity and visual concept were visible not only in web and the fair area, but also around the city of Frankfurt. Outdoor advertising was seen at the Frankfurt railway station, on the sides of trams and on the massive pylon standing in front of the fair area.

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POS-materials

We designed a so-called “Deco Box” to be distributed to all book stores in Frankfurt. It included handout and display materials to be set up or handed out to clients.

The campaign was visible around the the Frankfurt Fair area.

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Publications

A great number of different publications, such as animation booklet, brochures and program manual, were designed.

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Many sizes, one idea. The list of words was repeated in every publication regardless of size. Finland was recognizable and the visitors fell in love with the colorful display.

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Animation & website

The campaign included a digital and audio-visal part. We designed the website of the project, and created a playful animation to pronounce the beginning of the honorary year.

The animation was shown in the start ceremony at 2013 fair. In addition to the animation we designed other supporting materials such as the “Finnland. Cool. A-Z” what helped to interpret the wordplay used in the animation.

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“The visual identity by Agenda Helsinki was an important part of the success and visibility in german Europe.”

Silja Hakulinen, Communications Manager, FILI – Finnish Literature Exchange