HMP Group: A Visual Identity that Blends Technology and HumanityCreating Emotion in the Mechanical Universe
The graphics of the HMP Group's visual identity are directly inspired by the mechanical universe of the company. The aim is to create emotion in this very specific domain, as it was a priority to ease the clientele. Fanny De Bray, the creative director, challenged herself to reach the perfect combination between a technical visual identity and a more human approach.
The HMP Group's logo is created to underline the strength of the company. The letters are designed in the same way the group stamps them on their pieces, adding a sense of authenticity and craftsmanship. In the background, sketches and schemes evoke the global accompaniment that HMP represents. Each expertise is symbolized by a pictogram as well as a specific color, chosen with the client to better understand and highlight their different services.
This design has been adapted to be displayed both digitally (on websites, apps, and icons) and in print (books, guides, flyers, and business cards). The logo is adapted to suit each medium it is displayed on, ensuring a consistent and impactful visual representation.
The project started in January 2019 and was completed in September 2019. Throughout the design process, extensive research was conducted to create a visual identity that puts the group's technological knowledge forward. The brand platform was developed to define the mission, unique selling points, and target audience of the company. A moodboard of images and emotions was created to ensure the brand's association with the desired qualities.
One of the main challenges of this design was to modernize and make more human an industrial universe. By combining technical elements with a thoughtful color palette and authentic craftsmanship, Fanny De Bray successfully achieved this goal.
The HMP Group's visual identity has been recognized for its excellence and innovation. In 2021, it was awarded the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The HMP Group's visual identity stands out for its integration of industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.
Project Details and Credits
Project Designers: Fanny De Bray
Image Credits: Photographer: Maxime Huriez
Project Team Members: Creative Director: Fanny de Bray
Graphic Designer: Anna Cesa
Web Developer: Damien Virot
Brand Strategist: Amandine Lantelme
Project Name: Hmp
Project Client: Fanny De Bray