This is another example of a company embracing design for the first time. Well, they sure called in the big guns. The Hindustan Construction Company, or HCC, has recently launched a new logo designed by Landor's UK office.
The wordmark is very simple. Just three letters with a notch cut out of the "H." Cool, I like it. Maybe I don't particularly like the letterforms but I love the restraint.
"To portray the ‘Obsession for details’ value that HCC prides itself on, the ‘H’ in the logo has been given a sharp cut at a 23-degree angle to signify the cuts and other work that are handled with precision at HCC."
What I also like is the visual system or at least the start of what I have seen. The little triangle is used as a graphic device providing a small moment of color and angle on an otherwise monochromatic and structurally rigid design. Well done.
This does remind me a bit of HNTB, which also has a notch out of their H and is in a related industry. They also do a great job of using their notch within their visual system. I believe HNTB was designed by Siegel+Gale, but I'm not absolutely sure.
Jump to Most Recent Comment
ryko’s comment is:
if it was about precision shouldn't it be a 22.5° angle?
On Dec.12.2006 at 09:55 AM
Orangetiki’s comment is:
I'm starting to think a notch out of a letter is this year's "drop shadow". But anything is better then that Channel F / Intenevision / Atari 2600 loading screen they had before. What they have does work. As for it looking like HNTB, I think the refrence comes from the square you see in the H to what you see on the cover. Which seems to be used a lot by HCC
On Dec.12.2006 at 10:15 AM
Mark.S.’s comment is:
It's much better than the previous attempt that's for sure. The cut mark only made sense after reading the rationale, I wouldn't necessarily associate the logo with Hindustan and/or construction. I agree with you David in saying I'm not that fond of the type, especially the C. I do, however love the collateral material, the repetition of the cut mark to create geometric shapes and simulate overprint is a winner. It's also heartening to see a new logo which hasn't succumbed to ”candification”.
On Dec.12.2006 at 10:25 AM
Gabe Ruane’s comment is:
I love the strength and simplicity. I'm sure there's a lot of nit-picking to come, but this seems like a successfully executed rebrand. If you ask "Where were they before, and where are they now?", this is a winner.
There have definitely been some high-profile 'notch' executions recently a la Fujifilm.
Jackson Cavanaugh’s comment is:
If it's about precision, shouldn't the angle of the yellow triangle element match the angle of the notch in the H?
felix’s comment is:
Orangetiki’s comment is:
Exactly what I was thinkin Gabe
On Dec.12.2006 at 10:58 AM
Mark.S.’s comment is:
Feilx:
6 degrees-brilliant!
ryko’s comment is:
nice one feelicks
one can never go wrong with a hawkeye reference
ryko’s comment is:
no knowing their intended audience to any specific degree, i'm wondering if the colaterral is over-designed and a bit 'precious' with the screend blue and transparency action. it's nice and all but i'm not getting much of a secure construction feel from anything other than the identity. it almost feels like the budget ran out for the website too – it's odd how the triangle in the corner changes scale/transparency.
it all feels a bit face-less and generic past the identity.
Von Glitschka’s comment is:
You could drive a dump truck through that kerning.
On Dec.12.2006 at 02:31 PM
matt’s comment is:
I agree w/ryko - the website feels very lacking. The identity didn't even show up when I went to the site with a standard window size - I had to make my window larger just to be sure I was on the correct site.
On Dec.12.2006 at 03:42 PM
E’s comment is:
Is it just me or does the H, when sized down seems like an X or even a backwards K?
On Dec.12.2006 at 04:16 PM
Ben’s comment is:
I like it. Certainly a marked (pun?) improvement over their other (ugly) one.
Neither the letterforms nor the spacing (re: Von Glitscha's comment) really bother me. Because it's a construction company, I imagine that the HCC mark will be painted onto equipment, helmets, etc. etc., and it seems like an appropriate brand. It's simple enough for it to not be overwhelming when it's plastered all over the place, yet the designers have still managed to expand on it to make pretty annual reports.
Re: Ryko's comment, I think that the logo itself is solid enough to appeal to those looking for a construction company. The collateral is a bit 'precious', but I figured that was because it was being sent to shareholders rather than clients.
Re: E's comment, the H does kinda look like a backwards K or something like that when it's smaller, but I nevertheless think it looks more like an H.
Provided the increasingly ubiquitous notch doesn't end up dating it, I think this was a really successful job.
On Dec.12.2006 at 05:12 PM
Rene Nakabayashi’s comment is:
I liked it. Mainly how the old Yellow is being used on the new visual system - as a secondary color.
On Dec.12.2006 at 05:42 PM
David’s comment is:
It seems to be saying, "we'll cut corners on everything, even our new logo!"
On Dec.12.2006 at 08:49 PM
fatknuckle’s comment is:
Definitely a step up from the 8 bit wonder of before. Maybe if they would have waited long enough it would have come back into style....
Also, if you do take a step back from your monitor it looks like an X. So that would be a problem in my eyes especially on printed matter and larger scal application such as machinery.
Other than that the proportions and wider kerning hold together very well.
Secret admission: I would love to sit in on a client pitch on something like this. It seems that so many clients nowadays want the baroque flashy marks (think agilent,) alphaglyphs & symbols. Mistakenly thinking that it justifies the amount they are paying. Being Landor I can imagine it didn't come cheap, either.
On Dec.12.2006 at 10:04 PM
Magnus’s comment is:
Agree that it´s much better than the old one but I can´t feel it, it´s kindof soulless but maybe that´s the way to go for a construction company.
Triangles and angles are in fashion these days? looking at the Fuji logo and remembering the little angle in the microsoft logo.
On Dec.13.2006 at 05:00 AM
yi’s comment is:
Did they just steal that from Fujifilm? C'mon the old one wasn't THAT bad.
On Dec.13.2006 at 09:02 AM
Todd’s comment is:
good update. that other logo looked like it was around for decades before they updated it.
On Dec.13.2006 at 12:45 PM
Keith McCord’s comment is:
ryko’s comment is:
if it was about precision shouldn't it be a 22.5° angle?
Interestingly enough, 23 degrees is the exact angle a bowling pin needs to tilt to be knocked over...coincidence?
On Dec.13.2006 at 12:54 PM
Design Maven’s comment is:
Gabe Ruane:
There have definitely been some high -profile 'notch' executions recently ala Fujifilm.
Ben:
The increasingly ubiquitous notch doesn't end of dating it.
Magnus:
Triangles and angles are in fashion these days?
yi:
Did they just steal that from FujiFilm?
Duh???!!!
Are Vonster and Fatknuckles the only Astute Designers writing on this Thread.
Wasn't it Louis Sullivan that said, "There's nothing knew under the Sun".
Just looking through two (2) or (3) Identity Books within Arms Reach. I can Historically Retract the So Called Notch to 1959 Saul Bass's Lawry's Identity, the Rolls Royce of all Notch Identities. If I look further, I can more than likely trace the Motif beyond 1959.
Paul Rand incorporated a Notch Motif in his personal letterhead using the image of a Chicken.
Enjoy the Plethora of Notch Identities I elected to showcase. There's absolutely nothing Revolutionary or Groundbreaking about the FujiFilm Identity. It is a Bastardized Motif based on Chermayeff & Geismar's Identity for Chase Mahattan Bank. The Motif resemble a Number 11 Xacto Blade. FujiFilm, the point is touching a Flat Surface.
Please see Illustration Number 2. The Legendary Robert Pease Identity for Haselett Warehouse and Transportation Company, 1960s. Moreover, peruse the others. Especially the Identities for 1998, that's why in my FujiFilm Commentary I stated, the new FujiFilm Identity is nothing short of Abominable. Referencing the Motif wasn't Revolutionary or Groundbreaking. Acknowledging it was an old and Outdated Motif and Solution.
What's Revolutionary about the FujiFilm Identity or Hindustan Construction Company???!!!
NADA !!!!!!
Landor Stoled nothing from FujiFilm. If I look further into my Archive, I can probably show you older Identities where Landor incoporated a Notch Motif before Hindustan.
Just because you haven't seen it, doesn't mean it's never been DONE.
DM
felix’s comment is:
DM,
heres an astute observation for you:
that dal tile logo never saw the light of day. Just because it passes across Martin Pederson's desk doesn't make it so. Theirreal logo isn't an award winner, unfortunately.
Bianca’s comment is:
quick question is landor sponsoring this website?
On Dec.15.2006 at 11:26 AM
DesignMaven’s comment is:
Felix:
Much Oblidged.
Rex did submit the Dai Tile Identity I'm showing and won several awards with it.
Not sure if there was a conflict with Rex, Dai Tile Identity and Franco Grignani's Household Electric. Household Electric and the Designer Grignani are in Italy.
Not sure about International Trademark Law.
Felix, Astute Observation YES.
Of Course you know, You're in a League unto Yourself.
Bianca:
"Is this site Sponsored by Landor"? NO!!!
Just happens Landor is one of the Most Prolific Identity Consultancies in History.
A few of the Designers / Authors / Commentators writing on Speak Up and Brand New have at one time or another worked at Landor.
Landor is the most generous when it comes to Publicly Acknowledging and/or Disseminating information about their work, which is Confidential.
In reference to my Comment about Landor not stealing the Motif from the Designers of FujiFilm.
The Purpose of my Illustration was to show the Highly Praised FujiFilm Identity by some on this site is a Bastardized Identity and Motif.
Neither FujiFilm or Landor's Hindustan Construction Company Identity is Revolutionary or Groundbreaking work.
The Motif has been used for almost fifty (50) years.
Just having some FUN with Gabe, Ben, Magnus, and yi. At the same time, Educating them.
Matter of Fact, nothing wrong with FujiFilm or Hindustan incorporating the Device. It need to be noted, it's not Groundbreaking work. Although a younger generation of Designers are not familiar with the Motif in Identity History.
If it's Something Revolution and Groundbreaking, you better Believe, Armin, Felix, JonSel Weinberger or myself will tell you about it.
DM
On Dec.15.2006 at 01:43 PM
Ben’s comment is:
Thanks, DM, what an 'Astute Designer' you are. For the purposes of your own education, we generally don't capitalize arbitrary words in the English language. There are rules we try to follow.
Here's a helpful link:
http://en.wikipedia.org/wiki/Capitalization#What_to_capitalize
In all seriousness, I do appreciate the help, and I apologize for being a little bit of a prick myself. Your comment on the history (?) of notches was really interesting, and I really appreciate you posting it. That said, I also think it's important to keep in mind that not all of us reading or commenting on this blog are as well informed and familiar with design history as you are. I, for one, don't have "two (2) or (3) Identity Books within Arms Reach" like you do. We want to learn from what you have to say, but not if you're going to be pompous and arrogant about it. Thanks!
On Dec.19.2006 at 10:03 AM
Doug B’s comment is:
I must disagree with many of the samples above from Design Maven as being similar to the new HCC. True, there are numerous examples of individual letterform being sliced up and manipulated in the pantheon of modern identity design, but most of the marks above are significantly formally different and/or based on conceptual directions that aren't present in the HCC redesign. ie: the medical symbols which form a cross with the negative space and the Dal Tile logo, which eloquently uses the negative spaces to represent tiles on a floor. A better example of letterform manipulation (sans concept) is the Microsoft logotype:
Magnus’s comment is:
DesignMaven: I didn´t say that there was some groundbreaking design in this logo I purely asked if angles where in fashion these days..?
Can´t see how that question fits in your argumentations.
And having assets to some identity books don´t make you a "Astute Designer" maybe an astute design historican.
On Jan.08.2007 at 07:16 AM
Mark ’s comment is:
To me the notch is distracting and frankly makes the H look like some sort of animal.
The font is appropriate though I can see steel beams from the "C"s in the logo.
On Jan.10.2007 at 07:30 PM
dezined’s comment is:
Just a brief correcttion to the initial story, the identity was actually designed in the Landor Hong Kong office, not London...
Reinforcing the concept of precision, a strong focus for the look and feel system was the use of high end gps technology in managing remote construction/infrastructure projects and sites from distance.
Elements within the grid use visual references of lon/lat to represent this focus on accuracy and detail.
dezined.
On Nov.27.2007 at 02:43 AM
Dan’s comment is:
I like it and the background and colors make it easy to read
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