The visual identity celebrates the themes of the program with a cheerful and visually rich approach inspired by the diverse nature of Finland.

The bright and broad color palette and abundant use of illustrations, inspired by the different habitats and species, are the most prominent part of the identity, taking over the surfaces of the brand applications.

The logo, which in many cases will be used by the third parties with no connection to other parts of the identity, was designed to work alone, by conveying the themes of the program. The logo consists of the name Helmi and the illustrations arranged around it, forming together a round stamp-style mark for the program.

The typography chosen for the project is a combination of a characteristic serif style Adult Antiqua, designed by Niklas Ekholm, and a neo-grotesque style Riposte, by Good Type Foundry.