BRANDING | IDENTITY DESIGN
Harmon
Luxury Leather Accessories
Harmon is for the elite youth, having a chic sense of style. Created with vegan leather, the raw finish of the accessories is in line with current trend of the 'natural' aesthetic, which also gives it a sense of timelessness.
Harmon is derived from the Greek word 'harmonia' meaning harmony, which represents the brand's value to create a more eco-conscious world.
Usage of the root word for ‘harmony’ and not the word itself helps to visually grasp the raw style aesthetic of the products.
The name 'harmon' has a sophisticated appeal as well.
NOMENCLATURE
The handwritten script eludes the feeling of exclusivity, while maintaining its raw aesthetic.
The mark uses the ‘h’ from 'harmon' to create a motif representing the values the brand represents. The negative space of the logo form depicts the nib of the leather scraping tool.
An important note is that all its accessories incorporate the shape of the hexagon as an element. The hexagon is the connecting center of universal coherence which ties everything together and links everything back. The hexagon with its symmetrical properties represent balance and harmony in the environment. Hence, the form of the hexagon has been used in the identity as well as the products.
Having the mark at the end also denotes a 'period', as to create a statement.
LOGOMARK
The colours chosen are a mix of browns and gold, to give the feeling of exclusivity while also maintaining the raw aesthetic.
The san serif typefaces chosen does away with curved terminals, inline with the chic style, while also maintaining visual balance with the organic shape of the logo.
VISUAL LANGUAGE
