Tero Juuti

Identity & Logos

Finnish Photobook Award

A logo designed for a new Finnish Photobook Award (http://photobookaward.fi/) that’s being awarded for the first time in 2017.

The symbol is a mix of books’ pages and a shutter. I personally like the symmetry of it quite a lot. The type is custom-made, all the A’s are missing the horizontal line so they’d look a bit like books from the side. The lines of the letters also continue between different letters on the same or next lines, where possible without it being too attention-grabbing.

The logo gif on top shows the three different language versions (Finnish, English & Swedish, not sure if the last one is going to be in use though), and below is a version with all three. More to come later (including motion version).



Media-avain (Media Key in english, though the site is only in Finnish for now) is a web-based service giving parents more accurate tools to estimate the suitability of media (movies etc.) for kids, compared to only loooking at the age ratings. It also provides advice for discussion.

I designed the logotype for the service and since they deal with and advertise in movies, it made sense to have an animated version also. The symbol itself is a bit cryptic and gives room for interpretation. It also includes the initial letters of the words Media and Avain, but it’s not immediately obvious when seen without the other text. The colors come from the rating colors used on the site, blending together for more tones.


Inland Empire Floral

A logo I made for a friend’s florist business in Spokane, Washington, USA. The typography is handmade, starting from pencil sketches and ending up in clean vector forms. The shapes continue from letter to letter and interact. An animated version playing with the connections is in the video above. Below is an optically corrected version.


Blogistania – program identity

A title sequence & program identity for a Finnish National Broadcasting show about bloggers. The show was called Blogistania, which sounds like a country name, so we made a promotional video showing the landscapes and scenery of the country.  We used elements from the series (for example crafts and baking). The logo was made from one continuous line, which also allowed its use physically in the background of the end titles (video below). Concept & execution of the program identity was done with Riikka Kurki, logotype & cinematography by me.

Artova -logotype


Artova is a neighborhood association in Helsinki, comprising of the Arabianranta, Toukola and Vanhakaupunki areas. Since the association works with a very wide variety of subjects, one fixed logo would have felt a little restrictive. So, I set out to design a flexible logotype. Inspired by the Korean hangul writing system, I designed “new letters” for each of the three syllables in the word Artova that can be redrawn by hand or from existing typefaces.

The case study video below explains the concept a bit further, with some examples.

Plumbee logotype

Logo design for a London-based game company. The typography is hand-drawn. The company makes mostly casino games, such as slots, and the vertical placement of the letters is inspired by slot machines.