Visual identity and website design for Pragma Helsinki


I designed a visual identity and brand materials and created a website for Pragma Helsinki. According to its own words Pragma Helsinki is artist’s reliable and compassionate partner and it offers production, management and agency services for performing art professionals.




The visual identity is refined, playful and graphic with a hint of mystic. It’s founded on the idea of reflection and the shape of triangle. Reflection refers to Pragma’s mission to represent artists. And, triangle refers to Pragma’s three experts and three different areas of expertise – it can also be considered pragmatic as a shape itself.

Identity consists of timeless, elegant and playful logo that refers to the shape of triangle, energetic but down-to-earth color palette, graphic elements, where the shape of triangle is reflected, refined yet modern typography and abstract images where the idea of reflection and triangle is again present.