Substance in the style
So much of the design process focuses on the tangible, but the intangible is just as important. The moments of curiosity, the sparks of imagination, and the magic that happens when people from different backgrounds work together to solve a problem.
The new logo took its starting point from this story. The dominant strong outer rectangle is formed through disparate, unique letterforms, each playing its own key role in establishing balance and flow. Together, they form an analogy of hcma: a collective of unique individuals, with our own strengths and curiosities, that create a total greater than the sum of its parts.
A core neutral colour palette pairs harmonious hues, tints and shades, and highlight colours, while a composition pattern of silhouettes – humans, objects, nature – symbolizes the overlaps between projects, learning cycles, and disciplines.
A journalistic photography style shows the moments of real life that happen in and around the spaces hcma creates, telling a richer story of both the people we design for, and our own team.