BRANDING PROJECT: HEFT GLOBAL
AN INTRODUCTION TO HEFT GLOBAL
HEFT Global is an international finance company created to offer American investors access to China's growing health, education, finance, and technology sectors. As such, an investment in HEFT is an investment in one of the largest and fastest growing economies in the world. Finally, through the diversification of investments, HEFT Global is able to better invest in the future of China while assuring a return of profits.
OVERVIEW OF THE COLOR SET
The HEFT Global color set focuses on the four sectors in which it invests. The health sector is represented by the color red, drawing inspiration from the most common color in medicine. The education sector is represented by the color gold, a nod to the representation of a wealth of knowledge. The finance sector is represented by the color green, a common representation of financial systems. The technology sector is represented by the color blue, long associated with the advances made in the tech fields. These four colors are joined by and white and black that enhances the legibility of text and minimizes eye strain.
OVERVIEW OF THE FONT SET
The HEFT Global is represented by Lato Black and Lato Regular. Lato black will be used primarily for heading text and other pieces of text that demand attention. Lato regular will be used on all paragraph text and sub headings. In this way Lato black will represent all main points of information, while Lato regular will represent all exposition required by the main points.
OVERVIEW OF THE LOGO DESIGN
The HEFT Global logo not only represents the four letters in the company name, but each of those letters represents it's corresponding sector. For example, the H creates a health cross in the negative space, the E is designed to look like a stylized book, the F is designed to look like a series of increasing bar graphs, and the T represents a symbol in the style of a circuit diagram. In this way the logo not only represents a company but also the companies identity.
LOGO USAGE
The HEFT Global logo should not be used in any manner inconsistent with company guidelines. The logo may not be altered, distorted or changed in any way. The logo may not be presented in black and white. The colors in the logo should be printed as faithfully as possible to the colors outlined by the company. Any subversion of these rules will result in the immediate and permanent dissolution of all granted privileges for display. The following example represents an image altered in violation of HEFT Global guidelines.
SOURCES OF INSPIRATION
The MedExpress logo served as the primary inspiration behind the creation of the H. Through the use of negative space, the MedExpress logo subtly displays a standard medicine cross.
Books served as a source of inspiration for the E as it stands for education. Older books usually feature hard covers with yellowed pages which served as a major inspiration in the construction of the E element.
The F in the HEFT logo represents finance. The element is designed to look vaguely reminiscent of a bar graph that has been turned on its side. Additionally, the green coloring draws upon both the ideas of money, but also positive growth.
Technology is a sector that is predominately represented by the color blue (as you can see in the screen shot of Google image results using the search term technology). An initial draft of the logo played around with the idea of the T dissolving into pixels, but the end result was deemed too difficult to read.