In order to take forward this idea of “The Inseparable Half”, something that irrefutably completes its counterpart. This concept was visualized using organic shapes like the square, circle and triangle which turned out to be the best medium to create this idea of completing and complementing the other. The logo wordmark was made using these very shapes which were later turned into responsive forms like the almost square, the almost rectangle and the spread. Creating something that’s geometric in shape but fluid in form. The rigid structure yet fluid form allows the identity to be expressed effortlessly in abstraction.
The Half brand colours are a combination of complementary shades that are light and dark. The secondary palette was carefully curated using a youthful and fresh set of colours mainly orange, yellow and purple along with the primary black and grey. The bold and contemporary Poppins was used as a primary font for a bold and new age company while the secondary font was decided to be Lora.
The brand assets are designed simple, yet approachable, with an isometric look. The simplistic shapes, vibrant palette and fluid form helps create a seamless visual vocabulary. Throughout the communication, one can see the shapes seamlessly merging into each other, constantly being an inseparable half of the other, which is also the core idea behind the company.
