The logo is a monogram of H and G, connected by a single line. This line represents both a piece of thread, and the connection between ideas. The logo has a level of flexibility and can be stretched and changed to fit different contexts, as if the line in the middle is being pulled like thread. The logo has a level of flexibility and can be stretched and changed to fit different contexts, as if the line in the middle is being pulled like thread.
The core of the brands colour lies in two pastel tones, Eggshell and Rose. Most often, text and graphics sit on these backgrounds in Midnight black to give the design contrast, occasionally text in white or one of the pastels can sit on the darker colours, Cornflour or Midnight, when a deeper tone is needed. Finally, a bright blue, Pond, is used for small details.
The primary typeface is Linear Sans, a take on Swiss modernist typography with a laid back finish that adds some personality. Paired with Signifier, a symbiosis of traditional form and brutalist digital design process, the brand is able to convey both an approachable tone, and a slick, authoritative one, depending on the need and context.
Typography should align to a grid to give the content structure. Titles are large and proud, getting the point across, and words can be broken to the next line; a nod to the hyphenated logo. Body copy, set in Signifier, sits calmly and prioritises readability. Short subtitles and navigation links track out to create an airy, sophisticated look.
To add some visual interest to the brand, there is a library of repeating geometric patterns. These patterns draw from textile design, mathematics and architecture, providing a versatile and relevant graphic system that can be applied to different backgrounds and elements.
Composition & Layout
Designs should be built up from blocks of content that fit neatly to a grid. To emphasise this structure, the outlines of these elements can be revealed. At a basic level, add an inset border to any composition or page. From there, borders can be added to different sections to divide content, and around images to frame them, keeping line weights and margins consistent.