The Hive – Visual communication for Global Citizens
People come from all over the globe, to the Hive in Ipswich. Communicating with them in a language they understand and making them feel welcome is essential. Clear visual communication is key to making life easier for them to access the opportunities available at the Hive.
The creative direction for the brand mark brings together multiple elements, suggesting a magnetic pull to a positive centre. A bold and bright identity which is multi-dimensional and represents a welcome space for everyone. Central to the brand mark is a ‘+’ where the characters come together, suggesting inclusivity and friendship. The ‘+’ is also used as support graphics and patterns and added to photography to give focus and ownership in positive effect, supporting the brand.
Typography was selected specifically to make it accessible to all Global Citizens. We selected Noto, which is a humanist global font collection. It’s open-source and designed for writing in all modern and ancient languages. Writing headlines and body copy in multiple languages will help increase the level of communication.
The vibrant colour palette is deliberately outside any primary or national colours – they’re bright, exciting and can evolve with application, giving the identity a lively and ever-evolving personality.
Using illustrations, adding QR codes and developing a rich visual language helps communicate on a global scale. Icons are an important and valuable tool. They allow quick visual communication that negates the need for language. The suit of icons and illustrations are abstract and modern. By using and adapting some of these icons we can create a growing suite of matching, recognisable characters.
The Hive brand identity now reflects who they are and what they stand for and will evolve and flex with them as they move forward.
We have loved working with Cad and her team and we look forward to supporting them in the future.