Oulu will become the European Capital of Culture in 2026, together with 39 partner municipalities. The significant city investment project in Northern Finland aims to create a cultural climate change. Miltton is a strategic partner of Oulu2026 on its journey towards the year of celebration.
The technology city of Oulu will also become a city of softer cultural values, which will strengthen the region’s attraction and retention power. For this major goal and the European Capital of Culture year, Miltton created a communication and branding strategy, as well as a visual identity, for Oulu2026 to be used at thousands of different touchpoints.
Oulu2026 spans across 40 municipalities, from the coast of the Bothnian Bay to the eastern border. The visual identity needed to communicate the shared goal of transformation for the entire region, as well as the local culture.
Oulu2026 involves a wide and diverse range of participants: municipalities, partners, as well as both official and citizen-driven programs. The identity needed to be user-friendly.
Oulu2026 sees culture as a force that can move people amidst bubbles and other divisive forces: culture is for everyone. Therefore, the visual identity had to speak to many.
“Working with Miltton has been inspiring and smooth – their creative expertise is beautifully reflected in the visual identity, brand descriptions, and brand book for Oulu2026 European Capital of Culture. Their expertise in communication strategy, such as developing key messages and narratives, has been invaluable on our journey towards the European Capital of Culture year.
Their creative and strategic skills have made the Oulu2026 brand impressive and strong in its message – perfect for the European Capital of Culture year!”
Annu Höttönen
Head of Communications and Marketing, The Oulu Culture Foundation
The creative insight for the visual grid base came from the extent of the impact area and the letter ‘O’ in Oulu’s name: the grid ignites from the ‘O’ and expands inclusively and powerfully, touching the entire region.
At the same time, the unified grid implementation communicates a cultural climate change: culture has the power to unite people. Culture is not just for a few, but creates joy for everyone and broadens the way we think.
The grid-based design is recognizable as static, but when animated, it has high attention value.
The animation further emphasizes the theme of change and adds a dynamic layer to the identity, which is utilized in digital channels.
The typeface designed by Teo Tuominen for Oulu2026 is dynamic and communicates change. It also includes Sámi characters, which ties the identity to linguistic diversity.
The identity’s colors are based on the nature, landscapes, and light phenomena of the Oulu2026 region. The color palette is rich and easily recognizable, with digital accessibility also taken into account.
The Oulu2026 program is divided into three themes: Wild City, Cool Contrasts, and Brave Hinterland. The concept of the brand images is based on these three themes.
Wild City represents the region’s wildness and eccentricity. The mood of the images is everyday magical – like the moment when culture arrives in the city. Cool Contrasts is based on the contrasts typical of the region. In the Oulu area, there is the presence of endless light and infinite darkness. Technology and art also coexist side by side. Brave Hinterland, on the other hand, captures the scale of the North, the act of searching and discovering, and living on the edge of Europe. The people in the images are cultural influencers from the Oulu2026 region.
The identity has been applied and will continue to be applied to an increasing number of formats and channels: digital platforms, physical spaces, event materials, and marketing communications. Modular, yet harmonious elements ensure the longevity of the identity. They also unite the needs of 40 municipalities and various stakeholders into a cohesive whole. This is how cultural climate change is created!
Minna Malinen
Project Manager Miltton Finland +358 400 436 400 minna.malinen@miltton.com
Heikki Rossi
Art director Miltton Finland +358 505 398 942 heikki.rossi@miltton.com
