Challenge

Hipskind Technology Group was growing quickly and was poised to begin a new marketing campaign. They decided they were ready to rebrand their company – they wanted a distinctive logo that stated clearly who are and what they do. Here’s a copy of their original logo:

Process

We started with a creative brief in which the client was asked to answer a number of questions that would serve as creative direction for the identity project. From the brief, we learned the following: the client wished to establish a relevant, powerful image/brand/identity and to differentiate themselves from their competitors. They wanted to be seen as flexible, concise, experienced, resourceful and to make sure that they were noticed by their target audience which included IT decision-makers for mid to large size companies. They wanted to be perceived as solutions providers, thought leaders, trustworthy partners and the company with the answers. They specified that their tone should be direct, professional, function over form, clean-lined and interesting. Andiamo Creative came up with the following concepts for the first presentation:

The client chose number 5 as their favorite. They liked the tagline and how it enhanced the idea of the crosshairs that formed the “H” in Hipskind. We decided to move forward with developing that idea. The client asked to see what it would look like to add more concentric circles to the crosshairs, and to make the type heavier. Following is a study on that idea.

We decided on idea three and started working on color palettes. They wanted to retain the blue that they’d already been using in their branding so we played with different hues and a secondary pop of color.

Resolve

The final logo was chosen:

And following is a double-sided business card that further explores the usage of the concentric circles and focus/crosshairs idea.