HEMA Alliance Kjerneidentitet/Visuell identitet by Pedro Panetto

HEMA Alliance Kjerneidentitet/Visuell identitet by Pedro Panetto is a highly esteemed winner of the very prestigious 2020 A' Design Award i Bronse in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.

BronseGrafikk· 2020

HEMA Alliance Kjerneidentitet/Visuell identitet

by Pedro Panetto

Client: Pedro Panetto

A' Design Award i Bronse Winner in Grafikk Category

16,098

Verified Award Winner

Verify Award Status for #100934

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About HEMA Alliance Kjerneidentitet/Visuell identitet

HEMA Alliance er en visuell identitet skapt for en forening som støtter utøvere av historiske europeiske kampkunster (Historical European Martial Arts). Identiteten inneholder 160 variasjoner av symbolet, dannet av 40 sverddesign vist i fire visuelle oppsett. Hvert sverd følger proporsjonene til en reell historisk modell. Bokstavene, mellomrommene og symboldiagrammet er basert på det gylne snitt, som sikrer konsistens i alle variasjonene. Hver utøver kan velge den variasjonen som passer best til foretrukket treningsstil og våpen.

The Recognition

About the A' Design Award i Bronse

HEMA Alliance Kjerneidentitet/Visuell identitet er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. HEMA Alliance Kjerneidentitet/Visuell identitet forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. HEMA Alliance Kjerneidentitet/Visuell identitet tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.

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.