Identity Design for H&FS

Change is inevitable and to adapt one must evolve.

To re-design the identity for H&FS, a 25-year-old organization that has been working in the hospitality sector, the challenge at hand was to also determine to what extent was this change acceptable to it's beneficiaries and stakeholders.

Their old logo, we felt lacked concept thought and precision. The initials H, F & S stand for Hospitality, Food and Service (the full form however they have seldom used as they prefer it short). Hence our initial attempt was to make a mark that would visually speak for their prime business activity.

This exercise eventually got our client to rethink this proposal and they went for a more character driven approach. We sat to pin-it together in words that could define this persona.

This lent itself to these directions.



These were primarily derivatives of the elements from the old logo. However only the last one amongst these seemed like a possible direction, as it was the maximum the client was willing to move away from the exisiting identity.

We explored with typography and zeroed in on these options.



However, determined to somehow create a mark that could stand by itself we have stretched it a tad bit more.



And the client is excited!

Working on the stationery. Will share in another post soon as soon as it arrives from the press.

Identity Crisis

All businesses are like individual identities, living, breathing, growing, with their unique individual characteristics just like us. Then how can a logo of a company as we so talk about, be just another mark?
Even we get bored of our looks so we go to a saloon to get a haircut or buy a new wardrobe that suits our persona, similarly when the ideologies of a company get old and are replaced by new and fresh ones, its identity gets dated and it needs to go for a makeover that can suit its current goals, aspirations and achievements. A logo for its company, is thus not just a mark, it is its identity. It speaks for what the company is and does, positions it correctly and at times, is a silent salesman.
More and more companies and individuals are rising to this fact today. While others are confused what to say, a creative must have the ability to step into the shoes of the client to understand what is required and bring out 'the big idea' (this has to be in not more that one single word or phrase!) and build around it. The result (not necessarily the design process), in all probability would surely be simple, classic and hopefully something that works in the long run.
Recently at DesignMembrane, our cohesive efforts (us+client) have resulted in a slight shift in brand positioning at Kale Consultants, who are a leading solutions provider to the global Airline, Logistics and Travel industry. The company's identity, though a well-respected and identifiable name failed to show the precision and quality that one can see in their activities and work culture. The Kale globe did not look well- integrated as a form and held no meaning as such for the people associated with the company.


Kale's previous identity

Here's how the new identity was arrived at, altering the form to an extent that it looked evolved and still be identifiable.


Integrating infinite possibilities/ opportunities/solutions


Evolution of form to the final look


Colour scheme became a modern palette, type was also changed to suit the new look. The orange and blue hues represent the horizon. We used Helvetica Nueue for the tag line. The characters for KALE also in Helvetica Nueue looked taller and were streamlined to overcome the weight imbalance. Other variations in colour and black and white for web, print, for screen viewing and in reduction were also created to maintain consistency across all media.
This change in identity has called for an overhauling of all corporate stationery and collaterals. Here is an example of the corporate brochure from what it was in the past to its fresh new avtar.



Then and Now




A kite being used as a metaphor for aspirations and an extension of the horizon (between sky and land) in the identity. The catalogue opens with these words by actor Lauren Bacall: "Imagination is the highest kite one can fly"

The new look certainly positioned the company a level above "the me-too" clutter of other companies within the segment and is more appealing to its staff and associates. The pride they take in owning this new look gives us the belief that it is here to stay and resonate what Kale Consultants is as a brand.

Project closure: June '08