Sofia Pusa
Creative Director
In their own words
SAFA’s previous identity lacked a cohesive design system, relying solely on a logo and font.
Originally designed by the iconic architect Alvar Aalto, the acanthus leaf symbolised SAFA’s legacy.
Burgundy red signifies prestige, while bright orange caters to student-related contexts.
I chose Roobert, a mono-linear geometric sans serif font family as the rebrand’s primary typeface, as it strikes a balance between elegant sophistication and a feeling of technicality.
Articles & interviews3
- A foot in the past and the present: Sofia Pusa on her work for the Finnish Association of Architects
The article profiles Finnish designer Sofia Pusa’s rebrand for the Finnish Association of Architects (SAFA), which honors the organization’s heritage while modernizing its visual identity. The new system centers on Alvar Aalto’s acanthus symbol, a refreshed color palette, and a structured grid inspired by architectural blueprints. Photography by Atte Tanner and set design by Jenni Juurinen complement the cohesive, contemporary aesthetic.
- Five design projects span exhibition, identity and web
This edition of The Edit highlights five design projects across exhibition, community publishing, education branding, dance-event identity and architecture websites. Standout work includes Anthony Burrill's ampersand-led exhibition in London, Bakken & Bæck's Y2K-inspired Seen conversation platform, and identities by Fiasco Design, Sofia Pusa and Keita Takemura.