HMLR Group, Inc.
Future-proof branding to match the company's intended image
HMLR was founded as a company to manage smaller NPO's and educational companies. For a designer, this translates as their actual name, brand or logo would only appear on their website, business cards, and letterheads as it is more of "management" company to bring all the founders' companies under one name.
When the brand mark does appear, however, it is displayed across multiple industries that sometimes have little to do with each other in terms of marketing and audience, e.g. education, I.T. and charity. Thus emerges the main problem: The brandmark needs to embody HMLR Group's virtues across varying industries. The solution to this problem is a logotype, rather than a logo for legibility reasons. For example, when somebody encounters the mark, they should be able to immediately read it rather than having to associate a pictograph to its relative company.
Since HMLR is an American company with its contacts being either well-versed or fluent in English, the solution to this company's problem is a logotype (or wordmark) rather than a logo for legibility reasons. For example, when somebody encounters the mark, they would be able to immediately read it rather than having to associate a pictorial or abstract mark to its respective company.
The color scheme developed to a monochromatic relationship between a natural dark navy blue and a light cool gray. The company operates solely in the United States, where blue is a respected color across the country’s industries and these monochromatic shades of slate blue portray the perfect balance of a neutral, balanced, and respected business.
The operating radius of this company is only in the States, opening up our choices (in terms of legibility) to both serif and sans-serif. Since one of the values of the company is the history of the founders, a classic serif font like Lora does the job perfectly.
These older iterations were based on a pastel color palette often seen in Indian home interiors — India being the founders’ motherland. However, this palette and brand mark would not reflect the company’s intended identity in the area they operate. Green and pink would not be associated with a solid, respected company image.