New Logo and Branding: HileaPosted: November 16, 2012
Hilea is a developer of social and environmental art projects and provides design consultation and training services to local artisans in rural Brazil with the objective of improving the quality of life of the ‘traditional population’. Hilea’s visual identity, created by Hyperlocaldesign, neatly resolves sustainability, economy and craft through a rich single colour pine green executed across a tactile uncoated substrate and the emboss of a tall but light H monogram that suggests structure and stability.
The material of the collaterals, produced by the people Hilea support, is a smart physical testament to the work they do while a rich pine green spot – delivering an economical one colour restraint, appropriately avoiding the tired, saturated and lighter environmental tones – works incredibly well to pick out the grain of the board and is respectful of struggling rural economies through a lack of embellishment. A combination of uncoated textures, heavy board, blind emboss and die-cut finishes introduce a tactile and straightforward craft sensibility. The logo-type, built from simple geometric strokes, a clear centre line, square terminals, a single consistent line weight and small stencil cuts – delivering an interesting amount of internal space – mixes utilitarian practicality, a sense of stability and infrastructure – alongside an uppercase authority that achieves a consistency to the more humanistic qualities of artisan products.
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Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.