A foot in the past and the present: Sofia Pusa on her work for the Finnish Association of Architects

One of Finland’s heritage highlights, the Finnish Association of Architects (also known as SAFA) debuts a rebrand of their visual identity, honouring its history while ensuring its relevance in the modern world. “SAFA’s previous identity lacked a cohesive design system, relying solely on a logo and font,” creative director Sofia Pusa tells us, recounting her work as the art director and designer of the project. Rather than centering the identity around a wordmark or logo, Pusa instead chose to champion the acanthus symbol as part of a complete and consistent design system, paying homage to the rich history of SAFA, while updating it for a younger audience. “Originally designed by the iconic architect Alvar Aalto,” the designer explains, “the acanthus leaf symbolised SAFA’s legacy.” Instead of modifying Aalto’s unique creation, she decided to scale the icon to create a fresh, abstract pattern resembling architectural shapes. Leading with this, according to Pusa, provides a complete and consistent design system, “offering creative flexibility and unification across various applications.” Alongside this, the grid system – reminiscent of architectural blueprints – provides a structured framework, instilling symmetry and order. SAFA’s rebrand moves away from the traditional black and white association with architects. Instead, reflects Pusa, “the refreshed palette allows for differentiation of SAFA’s services,” all while prioritising approachability and versatility. “Burgundy red signifies prestige, while bright orange caters to student-related contexts.” This coordinated approach ensures that SAFA can effectively represent its various services, including awards, events, and careers, with a modern and welcoming aesthetic.