Find the structural idea
A single modular unit derived from the company core process, applied at every scale from favicon to facade.
MC Hemus: Visual Identity
A visual identity built around one structural idea, so the logo is the least interesting part of the system.
Client
MC Hemus
Year
2025
Our role
Identity design, art direction
Deliverables
Wordmark, colour system, applications, guidelines
The brief
An established company with no consistent identity. Signage, invoices and the website each had a different logo and none of them scaled. The brief was a rebrand that would not need another rebrand in three years.
The approach
We looked for a rule rather than a mark. Once the rule existed, the wordmark, the layouts and the photography treatment all fell out of it.
Design the system, then the logo
Type scale, spacing rules and colour roles were fixed first. The wordmark was drawn to fit them.
Prove it in application
Fifteen real applications built before sign-off, including the worst cases: embroidery, one-colour print, a 16px favicon.
Selected frames
The result
A system a non-designer can apply correctly. Rollout across print and digital was handled by the internal team from the guidelines alone.
15Applications tested pre-launch
1Modular rule behind everything
0Design support needed at rollout
The guidelines answer the questions we actually ask, not the ones designers think we ask.
Operations director, MC Hemus
Got something like this in mind?
Tell us what you are trying to make and when it needs to exist. We will tell you honestly whether we are the right studio for it.