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Revisited logo design for Hugo Neu

Prepared by Gretel Haeussler, Manuel Olmo & Edmee Vila 12/4/12


Hugo Neu

Hugo Neu Corporation is a privately held 65 year old company based in New York City with a diversified business model based on recycling, real estate, and cleantech businesses. Hugo Neu has a strong record of operating experience in addition to investment ventures. As it is embarks on a major development of its recycling ventures, the company is ready to support this global expansion through its branding. As new companies are created, logos need to share a common look and affiliates need to be visually linked to the Hugo Neu brand while providing each company with a distinct personality. This exercise proposes to support this new phase of Hugo Neu’s development and growth.

The design sample applications developed and illustrated in this document are included for presentation purposes only and are not meant to be final artwork.


HUGO NEU Brand Identity Redesign

12 / 4 / 12

This proposal aims to produce and emphasize brand unity and cohesiveness across all communication efforts within the Hugo Neu Company.

Prepared by Gretel Haeussler, Manuel Olmo & Edmee Vila


Logo design references

Different versions of the logo exist as visual reference. All three solutions use simple, clean and minimalist design concepts. The first design (next page) is the logo found on a recent business card and it uses sans serif lower case letters joined or intersected diagonally by the letter “u”. This first logo has since been replaced by the following two versions where sans serif upper case capital letters are used instead of all lower case. This two most recent alternatives introduce a symbol incorporated as the letter “O”. The color palette in all three versions have similar green colors as primary corporate colors but the use, application and tonality varies.

No. 1

No. 2 Same green color in version No. 1

No. 3

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HUGO NEU Brand Identity Redesign

EARLIEST / Logo No. 1 Reference from business card (provided by client) and another color version found at laga-enforcement.org

Color palette

USA WEB SITE / Logo No. 2 Reference from hugoneu.com

Color palette

HUGO NEU AMERICAS / Logo No. 3 Reference from Hugo Neu Americas, S.A.

Color palette

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Corporate colors

As the logo has changed so have the shades of green. The logo version for Hugo Neu Americas incorporates a new gray color to communicate the material for which the company is known, metals. Gray is also an elegant color.

To better compliment and emphasize the logo, two of the colors were enhanced. The light green has been made brighter and the gray color has been given a green tint to suit better the color palette.

No. 1 & 2

No. 3

All colors

No. 3

Altered colors

New group of corporate colors

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HUGO NEU Brand Identity Redesign

CORPORATE COLOR PALETTE

An extended palette has been developed as a secondary option to be employed in collateral material and may be considered for use in future sister company identities.

Primary corporate color palette

Extended secondary corporate color palette

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Life cycle symbol

The two most recent symbols in use correspond to the letter “O� in the name Hugo Neu. Logos No. 2 and No. 3 incorporate a round symbol very similar in simplicity and color. Both communicate depth and dimension.

Symbol from logo No. 2

To increase brand recognition the logo must achieve a unified identity across all media and communications.

Symbol from logo No. 3

The symbol in Logo No. 3 seems more dynamic, and it also communicates motion, continuity, unity and most important, recycling. For this reason, a new alternate version has been illustrated in order to interpret the symbol in Logo No. 3 into a similar design style as the symbol from Logo No. 2, with two simple independent and solid shapes.

Symbol evolved from both concepts

Let’s call the symbol The life cycle, because it communicates continuity. This symbol lends itself for multiple interpretations and endless color combinations.

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HUGO NEU Brand Identity Redesign

THE LIFE CYCLE APPLICATIONS IN DIFFERENT MEDIA

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Logotype design references

The letterforms from the two logos in use today (next page) share many attributes, like clean geometric shapes and sans serif style typefaces in a semi-bold weight. Logo No. 3 has more compact letters (condensed) and this allows for larger presence, while Logo No. 2 has better spacing metrics between the letters to achieve higher legibility and improve readability. We can combine the strengths of both interpretations and emphasize the symbol to elevate the brand recognition.

Logo No. 2

Logo No. 3

Logo No. 4

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HUGO NEU Brand Identity Redesign

LOGOTYPES IN USE Logos viewed as solid figures to study and compare shapes and proportions.

Logo No. 2

Logo No. 3

Logo No. 4 is an evolution derived from the combination of Logo No. 2 and No. 3. The symbol/logotype proportion is exaggerated for higher differentiation and the symbol is centralized for a perfect visual balance.

Logo No. 4

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New logo proposal

The new logo is clean and still communicates a simple concept. Several applications and color alternatives have been produced for a variety of applications and media.

Corporate colors

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HUGO NEU Brand Identity Redesign

POSSIBLE SYMBOL APPLICATIONS

The logo provides for a wide variety of color applications and impressions.

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New logo application

Alternative round logo version that projects greatness, growth and reach, and emphasizes the concept of the recycling cycle.

Monochromatic gray color, round logo version

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HUGO NEU Brand Identity Redesign

ORGANIZATIONAL CHART OF HUGO NEU FAMILY OF COMPANIES

It is possible to create subtle differences between sister companies sharing the same logo and still preserve whole visual brand unity. R E C YC L I N G C O R P.

I N T E R N AT I O N AL

Hugo Neu Recycling Corp, LLC. (Parent Company, not in Puerto Rico)

Hugo Neu International, Corp. Puerto Rican Company that will act as Regional Headquarters. From this company others will be created later on.

Hugo Neu Puerto Rico Corp. Puerto Rican Company, Owner of HNA

PUERTO RICO

AMERICAS

Hugo Neu Americas Puerto Rican Company will operate a recycling research complex in Guaynabo, PR

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New logo sample applications

Sample logo and brand applications

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HUGO NEU Brand Identity Redesign

POSSIBLE LOGO APPLICATIONS IN DIFFERENT MEDIA

Several logo applications may be considered for media with color and size limitations. For example a metal business card can be perforated to create a stencil-like application.

Sample one color, small size application shown on USB memory stick

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New logo application alternatives

Visual representation of existing corporate website hugoneu.com

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HUGO NEU Brand Identity Redesign

SUBLIME LOGO CHANGES APPLIED

Changes to branded applications may be as minimal as this example from an existing website where the mark is applied on reverse. See image on left page.

Reversed on green color background, solid color horizontal logo version

Monochromatic gray color, horizontal logo version

Full color horizontal logo version

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New logo vertical applications

Vertical versions of the logo can be used when needed, on limited space or when vertical applications occur, and on large scale signage.

hugoneuamericas.com

AMERICAS

Full color vertical logo version

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HUGO NEU Brand Identity Redesign

PRINTED MATERIAL

Samples of the logo applied to printed collateral presentation material in a variety of colors and formats. The application may vary depending on the medium or project.

Sample design for a two-sided business card application where the logo can be presented by itself on one side.

hugoneuamericas.com

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Prepared by Gretel Haeussler, Manuel Olmo & Edmee Vila 12/4/12 San Juan, Puerto Rico


HUGO NEU Brand Identity Redesign

THANK YOU!

The design of a logo, which is the product of endless refinement and experiment, is, ultimately, a reflection of the integrity of the business it symbolizes. Its effectiveness is largely dependent on its exposure, how often and how well it is used. PAUL RAND


Revisited logo design for Hugo Neu

Prepared by Gretel Haeussler, Manuel Olmo & Edmee Vila 12/4/12

HN Presentation  

Revisited logo design for Hugo Neu

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