The city is in the process of unifying its look and adopting the historic, crown-topped coat of arms of Turku in all communications and marketing.

The aim of this change is to achieve uniformity and make the city’s services more recognisable and cost-efficient. This renewal is based on the city’s new strategy, the spirit of which is emphasised by the unified look.

Turku City Board decided on the matter on 23 February 2015. The Sports Committee, Youth Committee and Cultural Committee were asked to provide statements regarding the renewal, as it affects their look the most.

In renewing its look, Turku will start using a stylised one-colour logo adapted from Turku’s crown-topped coat of arms in all of the city’s communications and marketing. The City of Turku’s coat of arms is based on the city’s seal from 1309.

– By having a unified look, Turku will present itself as a unified actor both internally and externally. The unified look will increase the efficiency and recognisability of communications, save costs and help the residents of the city and interest groups to recognise services provided by the city and perceive the city as one entity, says Aleksi Randell, Mayor of Turku.

The new version of the coat of arms was designed by Turku-based advertising agency Satumaa.

The logo adapts to all uses

The logo will be adapted for different languages and divisions, and other versions of it will include cross-divisional logos and logos suitable for different types of contexts. All versions will include the simple stylised coat of arms and the word Turku/Åbo, in addition to the relevant theme or context.

– Turku’s coat of arms symbolises the city’s unique history and is an essential part of the city’s image. The joint and unified coat of arms logo respects the city’s long history, lives strongly in the present in its stylised form and boldly reaches towards the future, says Saara Malila, Communications Manager of the City of Turku.

Black and white versions of the logo will be designed, in addition to a turquoise blue version that depicts the sea and environmental friendliness. The new timeless and more casual shade of blue goes well with the other shades of the new colour palette. It also supports the new, more casual way of speaking used in marketing and serves as a link between the old and new logos.