Challenge: After 10 years in use, the original Suomi–Finland identity needed to evolve to better serve its diverse global users. The Ministry of Foreign Affairs wanted a system that could work across consulates, embassies, governmental offices, and public audiences — supporting multiple languages, adaptable typography, and scalable visual elements. At the same time, the identity had to remain neutral, culturally sensitive, and flexible enough to be used by anyone promoting Finland internationally — from citizens to organisations, from business presentations to trade fairs.

Approach: Building on the original 2015 identity, we expanded the system to be more adaptive and inclusive. A clear typographic hierarchy was created within the Finlandica typeface, allowing headlines and body text to work seamlessly across 396 languages in Latin and Cyrillic scripts. Scalable, neutral graphic patterns were designed to maintain clarity and consistency in international applications. Photography was curated to capture authentic, human perspectives of life in Finland throughout the year, adding warmth and creativity to the structured identity. Inspired by Finland’s “Everyman’s Right,” the system was designed as a democratic, accessible toolbox: there is no strict way to use it. Core assets unify all applications, while some users can choose downloadable templates, creating a more vibrant, organic, and diverse way of communicating Finland internationally.

Outcome: The renewed Suomi–Finland identity balances structure and humanity, clarity and creativity. It provides a functional, inclusive, and adaptable visual system that works across languages, formats, and users, while remaining culturally sensitive. By allowing flexible usage through core assets and templates, it generates a dynamic and authentic expression of Finland, empowering everyone to communicate the country’s values and unique character effectively on the international stage.

Photographers: Sanna Lehto, Bryan Saragosa, Carl Bergman, Mikko Ryhänen, Maria Moulud