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 & interviews
- 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.
- The Edit: five projects including S&Co.’s tropical identity for Colombian coffee maker Tropicália
The Brand Identity’s 'The Edit' highlights five global design projects, including S&Co.’s tropical identity for Colombian coffee brand Tropicália. Other featured works include Tilgner-Kempf’s typographic identity for a German foundation, Sofia Pusa’s rebrand for photography agency Fotonokka, Fernando Farfán’s serene system for The New Standard, and MAUD’s lunar-inspired identity for Melbourne’s Rising festival.