Future-focused design for the greater good.
CREATIVE DIRECTION
DIGITAL, BRAND, STRATEGY
Human Ecology Holdings is all about balancing human population with natural resource while safely transitioning societies Into the next intelligent age.
DEFINING TERMS
A brand refers to the perceived image and subsequent emotional response to a company, its products and services.
An identity describes the visual devices used to represent the company. Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent.
A Logo is the central, identifiable visual element that helps customers discover, share and remember a company's brand. Usually it's in the form of an icon (mark or symbol), logotype, or combination of the two.
THE DESIGN PROCESS
Research
Key questions were asked about the key ingredients that formed the design principals of the logo. How is the brand perceived against competitors in the market for products and services you're looking to provide? What is the positioning statement of your brand? The what, how, to whom, where, why and when questions need to be answered. Who is your audience? How do you want that contact experience to make them feel, take action and think about your brand? What values & beliefs should the brand have about the business and it's mission in the world? If the brand was a person, what would it's personality be? How would it look, act and talk? What benefits do you want customers to associate with your brand? What is the vision of the brand that you want to create?
Logo design
The logo design is derived from the research and a number of key visual clues are embedded into the design. For Human Ecology the brand went though 3 iterations of internal concepts and sketching before the final design chosen. Logo design I believe should be flexible and adaptive, allowing the brand to breath when required and morph into other visual forms in situ. The font type was chosen for it's clean modernist feel with rounded corners to give it a human touch. The marine blue stripe indicates the disruptive nature of the brand that is requirement for success for most start ups. The icon is a changeable illustration that can adapt to its environment. These three design elements formed the base structure of the logo and can be intertwined to form the brand essence.