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.
