Helsinki Region Transport (HSL) is an authority overseeing the operation of all of Helsinki’s public transportation. The system consists of local buses, trams, metro trains, ferries, commuter trains, and bikeshare. Some 370 million journeys are made on HSL's transport services annually.
Since HSL’s founding in 2010, Kokoro & Moi has been responsible for developing the brand identity extending from the logo to information graphics and publications, and from advertising to physical and digital environments, the appearance of the vehicles and comprehensive guidelines, and many other elements of the public transportation system.
The overall look communicates reliability, freshness, and approachability. Bright, simple and bold passenger information makes the use of HSL’s services easy and inspiring. Illustrations are widely used to visualise the services and information, and to bring playfulness into the identity. With clear guidelines, powerful design tools and constant innovation of collaborative models HSL delivers a consistent and engaging customer experience.
The looping shape of the logo symbolises the cyclical and interconnected nature of the public transportation network. The eight loops in the logo, which represent all cardinal directions, are reminiscent of leaf shoots, referring to new ways of action, new partnerships and ecological values. In the middle of the logo there are two graphical lines, symbolising united organisations as well as public transport with its tracks, wheels and map lines.