Saaristo, Finland’s vast archipelago, has 40,000 islands and islets. It offers a rare blend of untouched nature, tranquility, and immersive experiences. Stretching from the southwestern coastline to Åland, the region welcomes visitors year-round. Each season brings its character, from the vibrant energy of summer to the peaceful, frozen landscapes of winter.
Saaristo has introduced a new visual identity designed by Bond to reflect the archipelago’s essence. The branding is rooted in the idea that nature has shaped this region for millions of years and leaves a lasting impact on visitors. This concept is captured in the brand’s core message: “Shaped by Saaristo,” which speaks to travelers looking for meaningful experiences in a place that remains largely untouched.
At the heart of the rebrand is a unique logotype created using the actual shapes of islands within the archipelago. Each letter was formed by carefully selecting land masses that naturally resembled specific letterforms. During the design process, one letter proved elusive, leading the team to spend two days scouring maps to find the right island—a story highlighting how expansive this region truly is.
The result is a logo in which each letter looks abstract but comes together as a distinctive wordmark, reflecting the rugged and irregular terrain of the islands. The letters have hand-cut, organic edges, mimicking how landmasses naturally erode over time. The raw, unstructured look captures the archipelago’s wild and ever-changing nature, standing apart from traditional travel branding, which often relies on clean, geometric shapes.
Accompanying the wordmark is a simple sans-serif tagline, “The Archipelago of Finland,” which balances the expressive island-shaped letters while ensuring clarity across different applications. The brand’s primary typeface, Kolonia, is used throughout its materials, sometimes arranged along curved paths to mirror the natural movement of water and land.
The color palette is drawn from the region’s natural surroundings. Deep navy represents the Baltic Sea’s vast waters, while muted beige evokes the earthy tones of rocks, sand, and weathered wood throughout the islands. The subtle contrast enhances the brand’s organic feel and strengthens its connection to the environment.
The new website plays a key role in bringing this identity to life, serving as the main touchpoint for travelers planning their visit. The digital experience is designed to be immersive, featuring smooth animations, interactive maps, and photography showcasing the archipelago’s raw beauty.
The rebrand establishes Saaristo as a unique destination. The organic typography, nature-inspired logo, and carefully curated colors create an authentic and inviting identity that speaks to travelers drawn to the region’s untamed landscapes.