The Saastamoinen Foundation Art Collection is one of the most significant private collections in Finland. The central role of the foundation is to develop and showcase the collection consisting of 2,500 works. Although founded in 1968, the foundation lacked a visual identity. Our task was to design it.
The Saastamoinen Foundation is an international expert and influencer within the fields of science, culture and art. With roots firmly planted in Finland, the foundation is strongly invested in the future. We designed a visual identity that enhances its international, contemporary and powerful devotion to lead the society further. The visual identity is inspired by the golden ratio, a divine proportion that is broadly manifested in art, science, architecture, music and the nature.
Amidst the black and white identity is a transforming logo that traces the golden ratio. The letters in the logo are not fixed; they can randomly switch places and form abstract combinations. The logo works especially well in animations, where it forms different letter combinations that change infinitively.