Husque Case Study: Why a holistic approach to design is vital

Jan 18, 2013

Husque product cards

Sometimes clients looking for a brand refresh will request that certain elements be retained, thinking that they either don’t need changing or that it’s too much effort to change. This approach can be flawed and can lead to a half-baked design that doesn’t work as a whole, potentially holding back the success of the business as it clings to the past rather than looking to the future.

When designer Marc Harrison of Husque wanted his logo updated, he understood that the brand identity for his business needed to communicate the key messages of innovation, design and nature. Marc recognised that the old Husque symbol was top-heavy and needed a refresh, but wanted to stick with the existing typeface – the engravers’ favourite Bank Gothic.

Old Husque logo

Old Husque logo

It was clear the old typeface was not communicating innovation or design and also needed to be addressed. I often create my own typefaces, or modify existing ones when creating logos because it means the outcome is more customised and meaningful.

The result is a logo where symbol and logotype appear as though they were crafted by the same hand and work together to convey the client’s key messages to his audience.

New Husque logo

New Husque logo

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