WhisKY — Patricia Sarkkinen

The Whisky Club of Aalto University

Client

The WhisKY Club of Aalto University

Year

2023

Category

Logo design

WhisKY, The Whisky Club of Aalto University brings together experienced and curious tasters to learn about the rich world of whisky. The club has been active in the student community for over a decade. WhisKY hosts events such as tastings and visits to notable Finnish distilleries.

I joined the board of WhisKY as designer in January 2023. WhisKY had been meaning to renew its logo for several years. The board wished to reveal the new look in their 10th anniversary ball in April of 2023. The goal was to design a fresh logo, to make WhisKY approachable to potential members.

The challenge was that the then-logo of WhisKY, according to the board, had become a “meme,” which gave a skewed image of the club’s values and community. The goal for the new logo was for it to be more modern and approachable to younger audiences.

The solution is a logo that is modern, approachable, and clearly conveys the club’s purpose. Leading up to the final design, the process involved exploring different logo ideas with the design team, mood boarding and benchmarking existing whisky brands and communities, and finally exploring three different logo directions.

The logo is flexible, as it can be used as a standalone symbol or paired with text in various configurations. This flexibility ensures legibility across different scales and mediums.