Challenge: Five Helsinki museums had separate identities, making their connection unclear and limiting the city’s museum ability to present them as a unified cultural offer. The goal was to create a shared system that strengthened recognition, supported individual expression, and aligned with the Helsinki city brand.

Stakeholder Engagement: Collaboration was key in uniting five museums under one identity. Through workshops and alignment sessions with museum teams, directors, curators, and Helsinki City brand management, we ensured shared direction and coherence across all institutions.

Approach: An existing symbol was repurposed as the unifying element across all museums. This formed the foundation of a comprehensive identity design system — a flexible visual framework that ensured consistency while allowing each museum to express its individual character. The system enabled adaptable applications across exhibitions, communications, and digital interfaces, all connected under one recognisable umbrella identity.

Solution: Through engagement with staff and visitors, the symbol was brought to life as a series of unique H-symbols. Each variation reflected a distinct moment or perspective, turning the identity into a living system where every visit felt unique. The H-symbols also represent the visitor’s own personal experience when encountering art, culture, or history—what happens within the mind during a museum visit. The white space at the heart of each symbol becomes a metaphor for that internal moment of inspiration, capturing the idea that what’s inside inspires.

Impact: Clearer sense of the museums as a connected cultural network. Stronger recognition and easier navigation for visitors. Closer alignment with Helsinki City Museum’s brand as a cultural hub. A participatory identity evolving through staff and visitor input.

Interior Design by Virve Arvola Retail Rebels

Interior Photography by Sami Saastamoinen