HEMA Alliance Corporate Identity by Pedro Panetto

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DESIGN DETAILS
DESIGN NAME:
HEMA Alliance

PRIMARY FUNCTION:
Corporate Identity

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
-

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2020-02-25 18:24:18

TEAM MEMBERS (2) :
Pedro Panetto. and Francesco Brugnera Teixeira.

IMAGE CREDITS:
Pedro Panetto , 2019.

Visit the following page to learn more: https://www.hemaalliance.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Pedro Panetto

PROFILE:
Pedro Panetto is a Brazilian designer. He has an YouTube channel focused on design. He is also the author of a course on Golden Ratio Applied to Design. In addition, he also works giving lectures in Brazil. Graduated in 2012. His work is focused on the Design of Visual Identities, receiving much attention for his studies and applications of the Golden Ratio. His work has been published on various blogs and pages of design and creativity. He also had his work published in two Design books: "Visual Harmony, Proportions in Graphic Design" by SendPoints, and “LOGO TALKS IV” from publisher Artpower.

NOMINATION DETAILS

Hema Alliance Corporate Identity by Pedro Panetto is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Hema Alliance Corporate Identity by Pedro Panetto is Winner in Graphics and Visual Communication Design Category, 2019 - 2020.



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