A finn életérzés sztereotípiateremtő branding stratégiája: a nordic simplicity mint vizuális márkakód
Branding the Finnish Way of Life: Nordic Simplicity as a Visual Strategy of Stereotype Production

Summary/Abstract: This study examines how the Finnish way of life is visually constructed as a globally recognisable brand through the aesthetic framework of Nordic simplicity. Using a comparative visual–semiotic analysis of Visit Finland’s and Marimekko’s Instagram communication, it analyses how institutional and commercial actors mobilise similar visual codes to produce coherent yet ideologically distinct narratives. The article shows how Nordic simplicity functions as a normative visual system that stabilises cultural stereotypes and naturalises selective values such as harmony, simplicity, and well-being.

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