New Logo for Humi

When it comes to logo design, a lot of companies expect the logo to explain the business, or expect it symbolize some meaning. In fact, it's unnecessary. For instance, there is nothing about Apple's logo that says computers; or Nike's logo that says shoes. They become meaningful after years of marketing and advertising.

Quoting one of America's greatest graphic designer Paul Rand, "The only mandate in logo design is that they be distinctive, memorable and clear." That's what we were trying to do with this new logo. It's distinctive, it's memorable, and it's clear.

The logo was designed in black and white first, to ensure the form is recognizable regardless of colour or production method. Then we added colour as a mnemonic factor.

It's legible when shown either on a large billboard or in a small video thumbnail. It works with all kinds of production methods - print, digital, embroidery, stickers, embossing, 3D printing, and even enamel pins.