PRODUCT BRANDING FOR HSD
art direction, graphic design, brochures & catalogues, advertising pages, design and construction of exhibition stands, trade fair and event set-ups, video rendering
HSD designs, manufactures and sells electrospindles, technologically advanced components for machining metal, alloys, composite materials and wood.
For a global company, operating through different business lines (wood, robotics, metal, stone, glass, plastic), it is necessary to be able to communicate the specificity of its different products/services while maintaining the recognisability of the Brand and all its corporate attributes and values.
In line with the strategic milestones, we built HSD’s Brand and Visual identity based on a graphic matrix intersecting shapes and colours.
The aim was to create a true, conceptually and graphically solid, simple, coherent and recognisable Brand code/language, capable of connecting and coordinating the corporate narrative with the specificities of the different business lines.
A solid, simple, coherent and recognisable language
The shapes used are all primary plane geometric forms. The guiding geometric shape is the circle, an element already established in HSD’s communication (internal company signage, company profile).
The circle is the perfect geometric figure, which with its supporting shape represents and defines HSD’s whole corporate world and the different lines of business.
The shapes attributed to the materials are polygons inscribed within the circle of HSD and are contained within it.
Instead, the chromatic proposal is built on two cornerstones: on the one hand, the use of HSD’s institutional blue, which characterizes the institutional shape of the circle and becomes the chromatic element common to all the geometric shapes of the application materials; on the other hand, a specific colour range for the vertical representation of the different application materials.
Colour is treated in limited backgrounds and in the graphic form of the outline.
Technique and emotion
The brochures produced for the different business lines are in line with the new corporate communication mood: technical product pages alternate with emotional pages where double-page images make communication warmer and more personal.