New brand identity for High Performance Analytics (HPA)

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Client: HPA

Year: 2023

High Performance Analytics (HPA), designers, and developers of custom AI solutions for companies approached us to create a unique identity. Working with cutting-edge technologies, HPA sought a modern visual representation but wanted to avoid excessive futurism.

We chose At Hauss Aero as the main font. Despite its geometric austerity, it introduces rhythm to the identity and resonates with the logo due to distinctive curves.

As for the color palette, we hit the desired yellow shade right away – modern and lively, thanks to a touch of acidity. Suitable black and white were also found rather quickly. We've given names to the three main hues of our palette: HPA Analytics Yellow, HPA Lucid Black, and HPA Bright White.

While creating a photoguide, our goal was to move away from the conventional, clichéd appearance of stock photos. We carefully formulated rules for selecting images across all genres, ranging from portraits to close-ups. The main principles that underpin HPA's new branding include high-quality shots with dynamic composition and natural lighting.

We meticulously crafted designs for various communication platforms, including social media networks. As HPA is a spin-off of the University of Verona and the Artificial Intelligence Competence Center (AICC) of Terranova, it was crucial to consider not only the company's products but also its collaborative efforts with parent entities.

We created cards for different categories and activities: university news, event announcements, publications, and technical tips. All of them share a common stylistic theme while fairly distinctively separating various content types.

It was also important to create special presentation designs so that HPA's communication with clients and partners visually conveyed their spirit and values. We came up with a unique look for graphs, diagrams, and tables. Additionally, we made layouts for business cards, email templates, and accompanying signatures.

The work on the new identity for HPA also included an illustration guide. Since the graphics forming the foundation of the branding are quite flat, the concept needed to resonate with such a visual approach. We settled on technical graphics and schematic illustrations, incorporating various abstractions into the guide to symbolize the process, as well as patterns featuring geometry and color.

To develop a more comprehensive and detailed visual language for HPA, we focused on 3D and compiled an animation guide. The key principle here became photorealism and intricate detailing of depicted objects, as it's through nuances and unwavering mathematical precision that advanced technologies are effectively employed.

HPA is not the only spin-off of the University of Verona; they have other projects and startups as well. Therefore, one of our tasks was to consider the potential for brand scalability. The branding created for HPA is recognizable, simple, and adaptable, ready to incorporate new products with their own color palette.

In the end, we managed to create a modern yet not overly futuristic, vibrant design with a sensible amount of yellow. Through this design, HPA shows that AI is not a mysterious technology of the future but an effective tool that elevates businesses to a new level right now.