HEMA Alliance Korporativni identitet by Pedro Panetto

HEMA Alliance Korporativni identitet by Pedro Panetto is a highly esteemed winner of the very prestigious 2020 Brončana nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizualne Komunikacije Competition Category.

BroncaGrafika· 2020

HEMA Alliance Korporativni identitet

by Pedro Panetto

Client: Pedro Panetto

Brončana nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

Verify Award Status for #100934

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Colors

The Design

About HEMA Alliance Korporativni identitet

HEMA Alliance je korporativni identitet dizajniran za udrugu koja podržava praktičare povijesnih europskih borilačkih vještina. Identitet uključuje 160 varijacija simbola, oblikovanih pomoću 40 dizajna mačeva prikazanih u četiri vizualna rasporeda. Svaki mač prati proporcije stvarnog povijesnog modela. Slova, razmaci i dijagram simbola temelje se na Zlatnom rezu, čime se osigurava dosljednost svake varijacije. Svaki praktičar može odabrati varijaciju koja odgovara njegovom preferiranom stilu treninga i oružju.

The Recognition

About the Brončana nagrada A' Design Award

HEMA Alliance Korporativni identitet je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da HEMA Alliance Korporativni identitet bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. HEMA Alliance Korporativni identitet sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

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.