“Can you make the logo bigger”. If you’re a creative, you just winced, didn’t you? Creative agency, United Imaginations, ASKED its client if it could make the logo bigger. So large, in fact, that it doesn’t even fit the layout.
“This may also be the first time in advertising history when the creative agency suggested making the logo bigger, stated Jyrki Poutanen, branding and communications partner, United Imaginations.
The campaign plays on the established identity of the Nordic newspaper giant, that is already famous for its bold commitment to fighting for democratic values, as well as its highly-recognisable branding. In 2018, the paper gained global recognition by welcoming Presidents Trump and Putin at the Helsinki summit with its Mr President, Welcome To The Land Of Free Press campaign, for example.
The campaign visuals show selected parts of a colossal Helsingin Sanomat logo, where its perspective has shifted normal-sized humans to appear miniature. The key messaging behind the renewed brand identity can be interpreted as providing new perspectives, in-depth coverage or inspiring change – and most importantly as a legacy brand getting closer to its audience, in this case quite literally.
“Helsingin Sanomat is an iconic brand that plays a significant role in Finnish culture. That’s why we can confidently rely on the mere bits of the logotype in all brand communication and marketing,” stated Helsingin Sanomat art director, Tuomas Jääskeläinen.
The logotype of Helsingin Sanomat dates back to 1904. Today, the brand considers its logo as more than a mere corporate symbol, it is a part of Finnish cultural identity. It evokes trust and symbolises the role of news media in ensuring that Finland, Helsingin Sanomat and its journalists, remain a bastion of free press.
“This launch is our way of proudly collecting our history of accomplishments together, but also building an immediately identifiable identity that can resonate with our audience over time,” stated Helsingin Sanomat head of marketing, Laura Hyvärinen.
The Helsingin Sanomat new brand campaign will run nationwide in Finland until June 2.
