C L I E N T
B A C K G R O U N D
FÖDA Studio's webite says: "A strong masculine extrusion of a simple letter form. The stacked forms of the letter “H” allow this small company to look like a much bigger player, as the identity references a number of established gestures that suggest construction, assembly, stacking or lamination. When paired with the WordMark, a key-like form emerges, symbolizing the end of the process."
H I G H L I G H T S
Sturdy and inviting. There is quite a sophisticated graphic illusion found in this logo mark: the layered H's seem to display not only the capital form of the letter, but I also see the lowercase form in some of the connections. Is that bad to have two different forms of the letter possibly be seen by viewers? Not at all. The dominant image presented is definitely the capital H, and the lowercase is secondary (whether it was intentional or not). So wether you see either form of the letter, it's still always an H, and not some other hidden letter that might cause confusion. The execution of the design is done by true craftsman---those who are sensitive to how every detail can make the mark better. There is nothing superfluous that tries to enhance it, as the form itself is very attractive and memorable. Part of what brings appeal is the consistent use of paralleled repetition of lines and angles. Repetition is a powerful graphic tool to grab someone's attention, and this design uses it in a very intelligent way to create depth around the stacking concept. The design looks sturdy in that all those verticals present it as upright, and if you were to go through with a straight edge, you would find all kinds of grid systems applied to pull all the elements together. Lastly, one of the major stars here is the use of positive and negative space. The contrast you get looks bold, but not heavy. And it invites the viewers eye to move in and out of the form. Leveraging the Gestalt principles, there is much that a person's mind needs to complete on it's own, which adds to it's interest. When scaled, the mark holds it visual integrity very well and remains recognizable. In particular, those repeating parallel lines create a sort of pattern that is distinct and will create retention.