I’m not ready to give my opinion just yet, I need to digest it first. Right now I think Helvetica might have been too obvious a choice for the font, especially if the designer had gone for something “different”. But I have to admit, this isn’t something you would expect to see from a top level university as their logo. And it’s been fun to watch people’s reactions all over the web.

Update: here is the designer’s justification for the design:

The logo doesn’t have a static visual form, it can be endlessly rearranged and changed. The typeface Helvetica has been chosen because it is the most “meaningless” typeface. The primary colours are used because in this combination the have no symbolic value but merely represent “all colours”.

That’s an interesting justification. If they get the right agency to implement the design and they introduce good color palettes for different departments etc, it could really lead to something. It’s starting to win me over a bit.

Also, I’ve seen the logo parodied a bunch of times already. It’s simple to copy (by any standard) and it’s becoming instantly recognizable. Are we seeing the birth of a true design icon already?

Update2: Wow, now we have an Aalto logo generator!

Update3: And another one!

Update 4: And now there’s even an Aalto identity website converter

Wow, I think my gut instinct was right. This identity is incredibly viral, and already downright iconic.

1. Everything is cultural (nothing can step outside of cultural representation)

2. Culture is the richest repository of innovation and brand development ideas

3. Inspiration exists in everything (cf. Paul Smith)

4. Branding is an art (but science can help)

5. Strategy cannot be divorced from execution (overlook design at your peril)

6. Complex problems have simple, easy to understand, wrong answers (cf. HL Mencken)

7. Diversity and inconsistency keeps life interesting for people (thus everything about this blog is subject to change)

Couldn’t have said it better myself. Too bad the blog seems inactive now, he seems very much the kindred spirit.