My current project is a rebranding of the Helsinki Tram Network. I have so far created a custom typeface for the rebranding and a set of logos, a tram map and some typographic posters. I decided to do this rebranding based on my experience last year while on an exchange trip to Finland, I noticed that Helsinki’s Tram Network had no real structure or solid identity. I decided to produce my own brand design for the Tram System to represent Helsinki’s identity through the theme of Finnish Design.
In my work I take heavy inspiration from movements such as Swiss and Finish design and elements of bauhaus. I believe that producing a strong shape and form is important while producing a final design and elements such as colour come after I have produced them. My work has been constructed through grids and frameworks to produce the font. This was to make sure there was a strict uniform and minimal design to the font so it could be highly legible.
I have named my font “Baltic Pearl”, I named it this because of Helsinki’s city slogan “Pearl of the Baltic Sea”. I structured my font to be slightly rounded with soft edges because of this I thought pearl would be a fitting name.
Fred's FMP 