Creative agency Bond’s new identity for Muotoiluinstituutti, the Lab Institute of Design and Fine Arts in Finland, is a clear shift away from stressing on what its client is/offers and instead focusing entirely on the benefits the client affords.
From a Creative Review article: “The studio’s brief was to sharpen the institute’s positioning around a single idea: ‘Muotoillaanpa se toisin’, a Finnish phrase that carries a double meaning of ‘Let’s reformulate that’ and ‘Let’s design it differently’.”
Bond’s solution is a logo with a completely organic shape that seems to be evolving even when it is still. But the new logo was designed to move, grow, and reform. It is a shape-shifter with endless possibilities.
“[The school] doesn’t produce polite graduates who slot neatly into the world as it is. It produces reformers. The brand needed to say that out loud,” says Bond creative director Nils Kajander.
Read more at creativereview.co.uk