Description
Siuru’s identity is inspired by its future building – its pillars and the rhythm of the wooden structures on the facade. This visual interpretation is embodied in the logo, built on the modular typeface Newfound Type, which was developed in parallel – not in connection with this project – based on a study of the wooden letter collection at the Tartu Printing Museum, to which we were lucky enough to gain exclusive early access. This typographic base serves as a versatile and dynamic platform for culture and content (primarily represented through the use of Grilli Type Ultra Median Light) – across both physical and digital spaces – just like Siuru itself. In addition to its visual rhythm and structure, both the typography and the future cultural centre share a multi-functional nature. Through the creative use of resources, shapes, and ideas – combining them in new ways – endless possibilities emerge. The logotype can even transform into Siuru itself – the mystical wonderbird from Estonian mythology. It also offers extensive opportunities for iconography and wayfinding solutions.
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Strategist
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Art Director
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Animator
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Designer
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Project Manager
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Type Designer