Harmonic identity system

Harmonic identity system

Elsewhere Creative LLC, San Francisco, California, 2001

Description

Harmonic launched as a marketing firm offering advertising services and a software platform to automate the distribution of digital communications. Digital technologies require the collaboration of engineers, analysts and managers—three groups that have problems communicating with each other. The target audience—senior marketing management—was feeling these tensions acutely. Our solution was to focus on “harmony,” a high-level concept desirable in all team environments. The logo demonstrates that all the letters in the word are of equal value and works with the humorous, illustrated caricatures, the strong red color, the elegant paper stock and the classic, balanced type treatment, altogether creating a substantial presence.

Juror Notes

“Fresh, but not overdone. The typography is really good.”

Collections: AIGA 365: 23 (2002)
Discipline: Brand and identity systems design
Format: Stationery

Credits

Design firm
Elsewhere Creative LLC
Creative director
Marie Kacmarek
Designer
Brenna Ramirez
Illustrator
Flinch
Typefaces
Belizio, Proforma
Printer
Watermark Press
Paper
Gilbert Neutech
Client
Harmonic
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