HEMA Alliance Корпоративна идентичност by Pedro Panetto

HEMA Alliance Корпоративна идентичност by Pedro Panetto is a highly esteemed winner of the very prestigious 2020 Бронзова награда A' Design Award in Графичен дизайн, илюстрация и визуална комуникация Competition Category.

БронзГрафика· 2020

HEMA Alliance Корпоративна идентичност

by Pedro Panetto

Client: Pedro Panetto

Бронзова награда A' Design Award Winner in Графика Category

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Verified Award Winner

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Colors

The Design

About HEMA Alliance Корпоративна идентичност

HEMA Alliance е корпоративна идентичност, създадена за сдружение, подкрепящо практикуващите на Историческите европейски бойни изкуства. Идентичността включва 160 варианта на символа, изградени от 40 дизайна на мечове, представени в четири визуални композиции. Всеки меч следва пропорциите на реален исторически модел. Буквите, разстоянията и диаграмата на символа са base на Златното сечение, което поддържа последователност във всеки вариант. Всеки практикуващ може да избере варианта, който съответства на предпочитания стил на тренировка и оръжие.

The Recognition

About the Бронзова награда A' Design Award

HEMA Alliance Корпоративна идентичност е носител на Бронзовата награда A' Design Award — високо престижно признание, присъждано на изключителни дизайни, които се отличават с творчество, изобретателност и проницателност. Бронзовите победители са изобилно умели и поразително творчески артефакти, които удостоверяват богатия опит, въображение и находчивост на своите дизайнери. Очаква се HEMA Alliance Корпоративна идентичност да бъде високо ценен, възхищаван и обичан предмет, забележително професионален и иновативен. Този дизайн, спечелил Бронзовата награда A' Design Award, включва най-добрите практики в изкуството, науката, дизайна и технологиите и е отличен с вниманието си към детайла. HEMA Alliance Корпоративна идентичност великолепно удовлетворява нуждите, докосва желанията, очарова чувствата и привлича любопитството.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: A brand with 160 variations. The HEMA Alliance is an US association that provides support for the practitioners of Historical European Martial Arts (HEMA) and acts as an international meeting point for the community. The brand has a global reach; the 160 variations represent the diversity of the community and enable each practitioner choosing the symbol that best suits their preferences. The project connects with the historical heritage of the martial arts, it revives traditions.
Dimensions & Packaging: Each letter was designed for this brand in accordance with the Golden Ratio. Spacing between letters and between elements of the Visual Identity also follows the proportional laws of the Golden Ratio. The symbol’s diagram, in all its variations, uses the same proportional relations of the Golden Number. Thus the use of the Golden Number, 1.61803398875…, is the main technical parameter for this Project and provides proportional consistence.
Tags: Golden Ratio, Logo, Brand, HEMA, Sport, Martial Arts, History
Production Technology: The production of this Project was very complex, the biggest challenge was related to proportions.Every sword and weapon design needed to follow exact ratios of real historical models. The symbol varied 40 times, and each individual symbol has 4 visual arrangements, totalizing 160 variations. A complex diagram was developed for the project, in accordance with the Golden Ratio, so the consistence in and between all variations could be measured and achieved.
Design Challenge: The main challenge was offering a symbol representing a great number of historical weapons. For
each individual practitioner, its training weapon is the best in their eyes. To please such a large and
passionate community was the main creative and research challenge. The challenge was overcome
by a variable symbol, so all practitioners felt represented. As a result of this new, all-embracing
representation, the association quickly increased its membership after the launch of the new brand.
Research: It was necessary to convey a historical aspect to a martial-looking symbol. The research led to the blending of historical context to the tactical aspect of the current martial arts. The brand should be attractive, strong and at the same time convey the revival of a tradition. This blending was the guideline of the complete research process and design.
Inspiration: The Historical European Martial Arts are deeply connected to their heritage and have strong cultural bonds. The research comprised concepts from the medieval European culture, passing though the Renaissance and reaching as far as the Victorian era. Proportions of several historical sword models were investigated during this process. Within the HEMA context, it was investigated what kind of symbol could embrace every practitioner from this really diverse community.
Operation Flow: Each HEMA practitioner can choose the symbol variation that best suits their training style and sword preference, then embroider on their fencing jacket. The flexibility of this brand is big but still keeps the identity so each and every variation can be clearly identified as the HEMA Alliance symbol.
Team Members: Pedro Panetto.
Francesco Brugnera Teixeira.