KÖÖ PENHAMINA The reform of Iittala’s logo and marketing strategy confused many Finns. In Denmark, known for global design brands and retail chains, the renewal of the Finnish brand instead receives praise from a design expert.
Worked in design and marketing for decades Jesper von Wieding praises the new look as more international than before.
He says that Finnish is a beautiful language, but it is difficult to take it to the world. Finnish, which differs from Scandinavian languages, is even a good-natured joke among graphic designers.
– We design packaging, and we have a good idea – and then we move to the Finnish market. Finnish words always have a million extra letters, and it’s hard to fit them into one package.
According to Von Wieding, Iittala’s new logo can work well on the international market.
– In the Iittala logo, the letters I and T are as if in one. Thus, the word is easier to pronounce for us Danes and probably for English speakers as well.
Alvar Aalto inspired Danish designers
Von Wieding is the creative director of the N96 advertising agency and the vice president of Design Denmark, a design industry organization. He points out that Finnish design also plays a role in Danish design and invites Alvar Aalto even “the father of Danish design†.
As examples of Aalto’s influence, von Wieding mentions by Arne Jacobsen and By Børge Mogensen classic chairs, which are still a big part of the interior of Danish families.
– They are well designed and of high quality – but to tell the truth, they are inspired by Alvar Aalto.
The marketing expert sees that Iittala’s new logo specifically respects the history of the brand and Alvar Aalto – and of course also Aino Aaltoawho, according to von Wieding, is often overshadowed by her husband.
The Nordic countries can be “among the best”.
In praising Iittala, Jesper von Wieding refers to a few Danish classics that have been successful in marketing with letter combinations and typefaces. For example, the toy brand Lego and the Michelin-starred restaurant Noma are puns whose origins are few and far between.
Lego comes from the words †leg godt†(play well) and Noma from the words †Nordisk mad†(Nordic food). According to von Wieding, there is something simple and something essential about them, just like in Iittala’s new logo.
The beer manufacturer Carlsberg, on the other hand, came up with the advertising slogan “Probably the best beer in the world†, which was first criticized by some – until it became a worldwide success.
Von Wieding compares the criticism Carlsberg received at the time to Finns’ concern about whether Iittala’s reform is competitive enough in the world.
– We Nordics don’t know how to call ourselves the best in the world, unlike, for example, the Americans and the Chinese. We are small countries, but we can be “among the best†and stand out from the rest.
With examples, he wants to encourage Finns to appreciate the old and at the same time try something new.
– Please stop lying to yourself and be proud of your brand.
An outspoken and proud gloveman
The mission of the Finnish Danish Cultural Institute is to spread information about Finnish culture – and above all to promote the access of Finnish artists to the Danish and other European markets.
Esa Alanne has worked in the cultural sector in Finland and Denmark for more than three decades and as director of the institute for 25 years. He has seen how the recognition of Finnish art and culture in Denmark has grown significantly.
However, one joke still tells something about the differences between the Nordic countries in sales work.
– Finns make a product that Swedes package. Then come the Danes who sell it to Norwegians who have money.
Alanne says that the Danes are an old trading nation. They are direct and friendly, but they do not humiliate anyone. The country is rich, it has large successful companies and a prosperous buyer base.
– Finns have something to learn from Denmark, but so does Denmark from Finland. We have know-how that the Danes don’t have, but the Danes are really good at marketing and doing business.
For example, Christmas trees and Christmas hams are sold from Denmark to Finland. Isn’t that a little special, Alanne laughs.
But even some Danish classic brands, such as Lego and Royal Copenhagen, which manufactures quality tableware, have made a fuss. For example, Royal Copenhagen was on the verge of bankruptcy during the financial crisis about 15 years ago. Then the company decided to go back to basics.
– The company reduced its stocks and started making products in small batches, as much as there was sales. Brändi continued as a manufacturer of basic tableware, as it was known.
Another solution that Alante thought was ingenious was the eternal guarantee for the products. If any Royal Copenhagen tableware breaks at any time, the consumer can bring the pieces to the store and get a new one immediately. The purpose is that people would use the dishes for as long as possible, from one generation to the next.
The Finnish Fiskars bought Royal Copenhagen in 2012.
Aalto vases can also be found in Danish homes
On Copenhagen’s busiest shopping street, Strøget, it’s hard to find Danes who know Iittala. Many passers-by, both young and old, turn around at the end.
– Iittala? I don’t remember hearing it. I do like Scandinavian design, for example Royal Copenhagen, says Mette Christensen, who lives in Esberg.
In the video below, see how Christensen and others met on Strøget comment on Iittala and its reform.
Director of the Suomi Institute Esa Alanne says that Iittala’s Aalto vases and Moomin mugs can be found in many Danish homes. For Finns, the Pyhä i sticker is, of course, irrelevant to many Danes.
– It’s just a sticker, a small symbol. But in Finland it has gained enormous value.