Long story short
Hexis Technology Hub is a Portuguese software house wanting to distance itself from its competitors because of its more extroverted, relaxed and rebellious company culture — contrasting with the more corporate vision of traditional software company. The client was looking for a logo capable of conveyed this unique identity, playing with the notion and imagery of hacker culture.
Our identity concept bases itself upon these three main pillars.
Symmetry: using symmetrical shapes to convey quality, seriousness and rigorous working processes.
Geometrical Adaptability: the idea of using the logo as the base for various dynamic elements. These elements should work together to create a symbolic language capable of shaping the brand identity.
Exploration: we aimed for a brand explores different possibilities and is not afraid to take risks.
First, we started by defining a grid where all the symbols of the brand universe would be built on. We chose to use an isometric grid of 30 degrees to maintain a good balance between both axes; we have also defined some rules for these symbols:
1- Vertex must pre-exist in the grid;
2- At least two other vertices must connect all vertices of the outer shape;
3- Symbols must be symmetrical.
The Main Symbol
The main symbol was created based on a symbolic representation of each of the brand's values.
A logo with symmetrical typography but round enough to convey a little humanity and proximity, followed by the central element. This element was based on a hexagon which was also used as the basis of the branding language. We also decided to apply a glow to the logo and use a dark background to convey a certain idea of technology.
The Symbolic Language of the Brand
With the idea of building an entire symbolic universe for the brand that reinforces the concept of hacker culture, several symbols were created to be used in various situations.