HOUSE & ERGONOMICS BRANDING
ABOUT
House&Ergonomiсs is a brand operating in the field of individual housing construction, the main product of which is frame houses. H&E works all over Russia and offers its clients the construction of houses according to both individual and standard projects. The main advantage and distinctive feature of H&E is the directional product approach based on the combination of the best Scandinavian and Western construction practices with the ergonomics of interior and design solutions.
TASK
In order to expand its market position and attract new customers, House&Ergonomiсs needs to develop branding: create a logo, corporate identity and design of the main carriers of the identity. It is necessary to develop a modern, strict and minimalistic corporate identity, to express through its main elements the advantages and features of the company, as well as to create a relevant visual image for communication with the target audience.
SOLUTION
Based on design research and brand analysis, we developed a set of corporate identity elements and carriers for House&Ergonomiсs. The basic meanings of the identity were the specifics of the brand, product and sphere of activity, and the visual code was formed in a strict and minimalistic manner. Thanks to the developed branding we managed to solve House&Ergonomiсs' tasks and create not only a modern visual style for the brand, but also a working tool for communication with the target audience.
SOLUTION: LOGO
The semantics of the House&Ergonomics logo is based on the combination of visually simplified images related to the sphere of the brand's activity: the "+" sign (conveys the association of quality construction and ergonomics), angles/arrows (symbolizing development and visually referring to the images of drawings and floor plans), as well as the first letters of the brand name forming the composition. The developed sign has geometric graphics and minimalistic forms, which contribute to easy perception and memorability of the logo, as well as the formation of a modern visual image of House&Ergonomics.
SOLUTION: IDENTITY
One of the main elements of the H&E identity is the corporate pattern. It is a unique pattern created on the basis of the forms and graphics of the logo, but with individual meaning-forming elements. Due to the modularity of construction and visual similarity to elements of blueprints, the pattern indirectly indicates the scope of House&Ergonomics and conveys such messages as precision, fundamentality and diversity of the product. The palette and typography that form the brand identity complemented the developed pattern: in order to maintain the overall minimalistic and uniform visual image, a strict font hierarchy and a monochrome corporate palette containing one accent color were selected for the brand.
