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.