The Shared Space exhibition by Helsinki Art Museum includes site-specific works commissioned for public and semi-public spaces around Helsinki.

In the initial design brief, the Helsinki Art Museum underscored a vision to incorporate the Helsinki map as a foundational element in the exhibition's identity. The primary goal was to create a visual identity that strikes a balance between informativeness and poetry, effectively conveying how the artworks are distributed across the city on the Helsinki map. Moreover, the visual identity aimed to resonate with the exhibition’s overarching themes, including coexistence, multispecies entanglements, presence and care, a sense of place, and the diverse layers of meaning embedded within the artworks.

The final logo design conveys the concept of coexistence and shared space through the unique, typographical ligatures of the Romie typeface. The deliberate use of all caps in the logo further emphasizes the theme of equality, a focal point within the exhibition.

In the visual identity layouts, the arrangement of the artists’ names draws inspiration from the the pathways found on maps. This choice aligns with the exhibition's core idea of the intuitive and individual, yet intertwined human experience within the city. The typographical glyphs between the arched text not only pinpoint the locations of the artworks but also symbolize communication among humans and the various layers of meaning within the artworks. The outcome strikes a balance between informativeness and poetic expression, with the map serving as both a factual and abstract visual element in the identity.

The bold yet gentle color palette, featuring shades of pink and light yellow, conveys a sense of presence and care, introducing visual diversity across various brand touchpoints.

Client: Helsinki Art Museum HAM
Creative Direction: Sofia Pusa
Design: Sofia Pusa