Brand architecture

How the brand architecture of Uniarts Helsinki is structured and how the sub-brands of the academies relate to it.


Uniarts Helsinki and its three academies have a common visual identity that allows us to independently use the Uniarts Helsinki umbrella brand and the three academy sub-brands and names. The identity is characterised by individually designed logotypes/wordmarks. The common denominator for the visual identity is the X sign.

NB. For practical reasons most of the images show the Finnish language versions of the logotypes and wordmarks. They are also available in English and Swedish.

Uniarts Helsinki umbrella brand

The X sign and the common visual identity.

Uniarts Helsinki logo and X sign.

The Academy sub-brands

The three academies share a visual image within which they are distinguished from one another through artistic content.

The academy logos.

Logotypes and the X sign

Uniarts Helsinki’s and the academies’ logos consist of a logotype and the X sign.

Below you’ll find guidance on using our logos. If you need to download them, you can get the logo files from the basic graphic elements page.


The university and the three academies all have separate logotypes/wordmarks that highlight each brand name. The common denominator for the logotypes is their shape. The “X Academy” signature is always a part of the academies’ logotypes.

The image shows the logos for Uniarts Helsinki and its academies. The bottom row shows the old academy logos which were taken out of use in 2019.

X sign

The X sign is the common sign for Uniarts Helsinki and the three academies. Use only the original logo files which you can get from the intranet or the communications team at Uniarts Helsinki.

The image shows the X sign which is the common sign for Uniarts Helsinki and the three academies.

Brand architecture for Uniarts Helsinki’s visual identity

For Uniarts Helsinki’s visual image, the university logotype and the X sign can be used flexibly.

Some examples:

In the image on the left: The Uniarts Helsinki logotype as a signature, in the image on the right: a big X sign and a logotype.
The image show examples of the logo used in a large size with a smaller X sign.

Both the logotype and the X sign must always be visible on the main surface of the application.

Brand architecture for the academies’ visual images

In the academies’ visual images, the academy emblems are always used in their basic form. The academy logotype and the “X Academy” signature can be separated to highlight the university, if the application surface allows.

In the image on the right: The academy logotype in its basic form as a signature (including the “X Academy” signature). In the image on the left: A big X sign and an academy logotype in its basic form (including the “X Academy” signature).
The image shows a big logotype and a “X Academy” sign separated.

The academy logotype and the “X Academy” signature must always be present in the application’s main surface.

Sub-organisations, concepts and the brand architecture

Under the “Uniarts Helsinki” umbrella brand and the academy brands, it is possible to highlight certain sub-organisations and marketing concepts.

The sub-organisations and concepts form the following three groups

Designated sub-organisations.

The research centre Cerada and the Sibelius Academy’s Seinäjoki regional unit, are sub-organisations that have standardised logo lockups.

Marketing concepts, which can, in special cases, be given an individual visual image.

Image shows logos for Uniarts fest and Kuva/tila gallery

Existing concepts (created before the “Uniarts Helsinki” brand).

Image shows the Kokos logo

Sub-organisation logo lockups

Sub-organisations consist of, for example, units, centres, research projects and services.

Uniarts Helsinki’s sub-organisations

The names of Uniarts Helsinki’s sub-organisations: the X sign is placed between the name of the organisation and the logotype.

Image shows the Cerada research centre logo

The academies’ sub-organisations

The name of the sub-organisation is placed next to the academy logotype under the “X Academy” signature. For the sub-organisation names, always use the Monosten C font.

Image shows the Sibelius-Academy Seinäjoki regional unit logo

A sub-organisation is not entitled to an individual visual identity.

Flexible use of the sub-organisation logo lockups

The sub-organisation names can be separated from the logotypes, if necessary.

Image shows the Sibelius-Academy Seinäjoki regional unit logo with its constituent parts separated.

Logotypes and visual identities for marketing concepts

Uniarts Helsinki’s marketing campaigns and service or content concepts, events, festivals, and competitions can, on special terms, be highlighted with an individual name and visual identity.

The individual names and visual identity must be in line with Uniarts Helsinki’s brand and visual identity.

All concepts must include the Uniarts Helsinki logotype or an academy logotype as a signature.

Some tips for designing individual visual identities:

A distinguishing name for the concept and creative positioning of the X sign.
A descriptive name for the concept with an individual and distinguishing visual identity. The connection to Uniarts Helsinki must always be presented explicitly.

Existing concepts and visual identities

The existing visual identities for service and content concepts can be kept for reasons of recognition and cost effectiveness. The concepts must, however, be signed with a Uniarts Helsinki logo or an academy logo lockup (logotype + the X sign). In the long run, the university aims to update the existing concepts to follow Uniarts Helsinki’s visual branding.

Image shows Sibarecords and Kokos logos

Criteria for the different brand architecture levels

1. Uniarts Helsinki and the academies

No other units can be added to this level. Uniarts Helsinki and the academies are the only units with a right to use individually designed logotypes.

2. The sub-organisations

This level includes all Uniarts Helsinki’s internal services, regional units and research projects of a permanent nature.

Image shows the Sibelius-Academy Seinäjoki regional unit logo

3. Marketing and content concepts

This level includes marketing and content concepts with an urgent need for a distinguishing and communicable identity of their own. All concepts at this level must have explicit commercial, marketing or communicative objectives. At this level, the concepts are often campaigns of a limited duration. The sub-organisations do not belong in level three.

Image shows Kuva/tila gallery logo

Existing concepts

Existing concepts can be kept on the following grounds:

  • No funds for an update of the visual identity are available.
  • The concept is widely recognised, and there is no need to change its visual identity for the present.
Image shows the Sibarecords logo