![\"LAB](\"https:\/\/www.newsbeep.com\/nz\/wp-content\/uploads\/2026\/03\/LAB_Logos_Bond.jpg\")
All images \u00a9 Bond \/ Lab Institute of Design and Fine Arts<\/p>\nAs part of a new brand strategy and identity design for the Lab Institute of Design and Fine Arts, known in Finland as Muotoiluinstituutti, Helsinki-based Bond created an identity built on the premise of reform and continual reshaping.<\/p>\n
The studio\u2019s brief was to sharpen the institute\u2019s positioning around a single idea: \u2018Muotoillaanpa se toisin\u2019, a Finnish phrase that carries a double meaning of \u2018Let\u2019s reformulate that\u2019 and \u2018Let\u2019s design it differently\u2019.<\/p>\n
All images \u00a9 Bond \/ Lab Institute of Design and Fine Arts<\/p>\n
The line also captures the school\u2019s ethos, say Bond, as a place for encouraging optimistic creative people who will take part in redesigning the world. The idea of the school as a place to nurture \u2018reformers\u2019 (\u2018toisinmuotoilijat\u2019) \u2013 people who can create radical yet practical change \u2013 came out of this process, Bond explain.<\/p>\n
Echoing this, while the logo contains a master form, it continuously reforms and enables a dynamic visual shape to emerges. The mark is \u201cborn from the negative space of the logo itself,\u201d say Bond, \u201cbecoming both a symbol of creative spark and a living container for the brand.\u201d<\/p>\n
The identity also employs a colour system which pairs a black, white and grey base with pink and green accents. \u201cThe typography balances classical structure with expressive personality, reinforcing the idea of reform within design tradition,\u201d adds Bond.<\/p>\n
Several members of Bond\u2019s creative team are alumni of the Institute itself \u2013 even the typefaces are by Schick Toikka, a foundry co-founded by LAB graduate Lauri Toikka. \u201cThere was a particular pressure in shaping the identity of a place that shaped us, but that proximity also gave us clarity,\u201d says creative director Nils Kajander.<\/p>\n
As most higher education brands communicate what they teach \u2013 the suite of programmes or facilities available, even career outcomes \u2013 Muotoiluinstituutti is different, says Kajander. \u201cIt doesn\u2019t produce polite graduates who slot neatly into the world as it is. It produces reformers. The brand needed to say that out loud,\u201d he says.<\/p>\n
\u201cThe system we\u2019ve built is deliberately flexible, adaptable and alive; reflecting the mindset it promotes, but it\u2019s also structured and controlled. Reform doesn\u2019t mean tearing everything up. The identity has energy and restlessness, but it\u2019s built on real structure and craft.\u201d<\/p>\n