Halloo
Naming
Creative concept
Logo design
Brand guidelines
Own client.
Animation: Lee Gregory.
Naming and branding for an initiative set up by a young Spanish entrepreneur. A platform aimed at offering workshops and toolkits for Spanish startups interested in new approaches to marketing and networking.
Beginning with the name, the identity was built around the concept of ‘fresh ingenuity’.
Naming.
I wanted to get something of the founders personality into the brand, and started with his obsession with Thomas Eddison. A study of Eddison himself gave us ‘halloo’, a term used by the inventor during tests of his development of the telephone. The word was short and characterful, and contained the right shapes for building a ‘composite logo’. This was an idea that came out of initial discussion with the client, who liked the idea of a logo that could transform into a shortened symbol.
Logo construction using 4 shapes
Logo design.
The logo was built around the idea of doing more with less. Basic shapes were duplicated to create the characters of the logotype, then rejigged to create the initial ‘H’. This created a visual play at the heart of the brand, with the shorthand ‘H’ symbol made up of all the component parts. The simple nature of the identity, together with a single bold colour, gave scope for easy application, and created a literal brand toolkit.
Brand application.
Pared with a stencil typeface, the ‘toolkit’ brand shapes were developed into illustrations, signage and icons, all delivered in a simple set of brand guidelines.
