Finland’s country brand brings the principle of ‘Everyman’s Right’ to life—a DIY, open-source identity designed for anyone to use. Built around the Finlandica typeface, it allows citizens, organizations, and embassies to consistently showcase Finland as a welcoming, innovative, and accessible destination for tourism, business, investment, and culture worldwide.
Challenge: The Finnish Foreign Ministry wanted to create a country brand identity that reflects its unique cultural principle of Everyman’s Right—the freedom for anyone to explore, enjoy, and connect with the country. The challenge was to create a visual identity that is open, accessible, and usable by anyone—from citizens and organizations to embassies and companies—while promoting Finland as a destination for tourism, business, and investment. The identity needed to be democratic, flexible, and instantly recognizable.
Approach: A DIY, open-source approach was taken, anchored by FINLANDICA, a custom typeface that is functional, clear, and subtly quirky. A comprehensive toolbox was developed, providing ready-to-use assets, guidelines, and templates for a wide range of users—from government officials and businesses to educators and event organizers. The system was designed to be modular, easy to apply, and adaptable across presentations, events, trade fairs, and online platforms.
Outcome: The SUOMI – FINLAND identity became a shared, democratic tool for promoting Finland worldwide. Its accessibility and flexibility allowed citizens, organizations, and embassies to communicate consistently while reflecting the country’s values of openness and freedom. The identity reinforced Finland’s image as welcoming, innovative, and approachable, supporting tourism, investment, and cultural promotion globally.
