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(Re-)branding for Evalion, a psychometrics-expert team in Greece The term "people" needed to be dominant as the psychometric tools used by Evali… Read More
(Re-)branding for Evalion, a psychometrics-expert team in Greece The term "people" needed to be dominant as the psychometric tools used by Evalion are people-oriented. Deeply inspired by the Rorschach inkblot test and Rubin's vase, the logo was based on a mirrored face silhouette. Read Less
Evalion provides and develops HR solutions. The company has been operating since 1991 under the name "SHL Hellas", being a close partner with the multi-national company SHL. The company decided to change its name and identity in 2012, still providing the same services, this time, however, focusing a bit more on the human factor by customising its services in a way that the human is the most dominant element in its identity.
The initial ideas were based on two main directions; the first one contained a combination of elements being used in psychometric tests and the human element, whilst the second one was structured around elements of the broader science of psychology.
By creating samples of what the accompanying identity and aesthetics would look like, the preference was made for the second direction. The logo contained such elements, which would help to further highlight the simplicity of the company's products.
The idea was developed around symbols and tools of the science of psychology, such as the uppercase Greek letter Psi (Ψ), Rubin's vase, and Rorschach inkblot test cards. The final design is constructed by using two Greek upper dots and two facing brackets; the sequence of the characters builds a form of two faces.
Early brainstorming

One thing to have in mind is the shape that a Rubin vase's negative space creates, which the two faces reflects in the best possible way.

Another factor to have in mind is the fact that a lot of psychometric tools' end-users are not able to use graphics on their computer systems (e.g. restricted PC's in banks, or educational organisations). Thus the ability of using just characters to reproduce the logo was an important matter during the design process, which the logo addresses very effectively.
Brand-related word proposals with Ev-prefixes:          For contradicting messages:
Evergreen            Evidence            Evil
Every                Everyone            Evacuation
Everywhere           Even
Evaluation           Evermore
Evolve               Evoke
Original photography with original messages overlayed
Full page ad, HR Professional Greece.
Uses a recreation of an old hourglass graphic
which describes the phases at which Evalion's
tools operate; from selection to development.
Cards which were produced to be used as companion
cards to letters at the first stages of implementation to
Evalion's existing clientele. The cards were also used in
an article sponsorship in 'HR Professional' mag, Greece.
Company profile (excerpt)


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Target: EvCareer
(old name: Pyxida)

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