Serving Sculpture — Renewal of Finnish Craft & Design is an art and design exhibition held as part of Stockholm Design Week 2022. The exhibition cooperates with the Finnish Institute in Stockholm, and UU Market, a collective and agency for new Finnish art and design.

The exhibition highlights the Finnish design scene’s fresh directions, where playfulness and fun play a more significant role than functionalism, commonly considered the core of the Scandinavian design. This new direction could be best manifested as “form follows fun”.

The objective was to create a bold, fun, yet credible visual identity, which distinguishes from Nordic design brands’ conventionally minimalistic, fair, and polished visuality. All the visual elements from imagery to colours and typography express this contrast of classy versus playful; function versus fun.

The visual identity for the exhibition is created around the idea of a table, or a stage, where the design pieces are seen and enjoyed. The main element is a circle, which appears throughout the whole identity as a graphic element or as a beam of light in photos. The circle loop is like a platform, or a spotlight, displaying the pieces as unique eye candy.