The Siuru brand is the wind beneath the wings of the cultural centre
Tartu City Government Press Release
/ The Siuru brand of the Tartu Cultural Centre is ready, providing both visual and verbal style guidelines for promoting and communicating the cultural centre. The Siuru brand was created by the Estonian Design Centre Bond.
Nils Kajander, Creative Director of Bond, said: ‘Working on this project was not only a great privilege and an inspiring endeavour, but also a creative process at its best – a good idea and an approach that grew and evolved during the process in collaboration with the client. The end result was something to be proud of and a testament to how the level in Tartu is actually world class.’
The brand idea is about how Siuru is, first and foremost, a platform for and pillar of culture; on the other hand, a cultural centre means different things to different audiences. Ultimately, it is the visitors who give real meaning to Siuru.
A key element of Siuru’s identity is its logo, which is inspired by the rhythm of the building’s architectural columns, while its rounded shapes are friendly and inviting. The dynamic modular wordmark is based on the typeface Newfound Type, created by typographer Aimur Takki, which itself was based on a study of a collection of wooden letters at the TYPA Centre.
By symbolising the multifaceted nature of Siuru, the modular wordmark can be deconstructed to create an alternative symbol of Siuru as a bird and other motifs. The modular typeface also offers a wealth of possibilities for creating icon styles, directional signage for the cultural centre, etc.
The brand book that resulted from the project includes style guides on the logo, fonts, colours and layout system, and also provides instructions on how to tell the story of Siuru.
- Watch a short introduction video to the Siuru brand here: https://youtu.be/OHD2qeTjfko
- Photos: The Siuru logo, and examples of how the brand can be used: https://www.tartu.ee/siuru-brand
Last changed 29.11.2024
