Hercules Cycles Identity Redesign
Designing the look and feel for one of india's largest bicycle companies.
Graduation project done at Lopez Design India with Anthony Lopez as the mentor, and Prof. Ranjana Dani as the faculty mentor.
Hercules Cycles approached Lopez Design to redesign their existing identity in order to stand apart from other cycle brands in India and gain popularity with the existing target audience.
The approach required the design to be markedly different and garner the top space as the number one producer of quality bicycles and accessories in India.
We came up with an identity system that was unique, substantially differentiating the brand from any other cycle manufacturers in India. The new identity gives Hercules a strong as a contemporary brand that truly understands the evolving target audience that has grown up with technology.
STRONG AND POWERFUL - HERCULES
The face of the Hercules brand signifies strength, power, and stability: all the defining features of Hercules, the divine Greek demigod's character.
The logo itself is contemporary while its roots are firmly planted in history. The use of colours and typography give it a defining characteristic.
We wanted the identity to be both dynamic and flexible. On many occasions, we found that the primary logo would not be the right fit. Therefore, we created a secondary logo which has a unique character compared to the primary logo's logotype. It will be used in communications wherever the Hercules brand has been strongly established visually or dominates the landscape to the extent that only a supporting logo is required.
The secondary logotype is derived from the primary logo. It is italicized at a 100 degree angle to give it an independent character with its own voice.
We started by looking at how we can design a symbol that has its own character inducing feelings of strength, and simultaneously with a contemporary outlook. From this point onward we did over we did over a thousand sketches ranging from the Hercules lion to abstract forms derived from the myths of Hercules.
After doing over 500 digital explorations over the course of a month we zeroed in on the final version of the "H" mark.
q: HOW DO WE RECONNECT THE BRAND TO THE MYTH AND MAKE IT EXCITING AT THE SAME TIME?
A: HERCULEAN BRAND POSITIONING.
We decided to blend traits of Hercules from mythology along with the characteristics we wanted the final identity to have. It needed to be powerful, independent and communicate strength; at the same time it had to be contemporary in its visual design.
We designed the mindmap to come up with the characteristics we wanted the identity to have. The words highlighted in black are some of the more relevant keywords, and others are the keywords that the identity needs.
IT WAS ESSENTIAL THAT THE VISUAL DESIGN INDUCE EXCITEMENT AND INSPIRE.
We wanted the identity to be strong and therefore we wanted it to be connected to the myth of Hercules. The challenge was to communicate this in simple language
Be Powerful with hyphenation in "powerful" as power-ful brings forth the strength aspect in a simple and concise manner.
Colour Palette and Typography - Moodboard
This was an important step in the creation of the brand language because this is where we could truly make Hercules stand out.
Therefore, we created a moodboard to help us communicate this in the most efficient, and powerful way.
The colours help us reach, and appeal to the target demographic who are pre and early teenagers.
Identity Pathways - Teaser communication
There will be a series of online and offline communication prior to the new identity launch. We went with Something powerful is coming. as the main and only copy on the page along with zoomed in versions of the symbol itself to highlight the fact.
The clean and simple visual design makes the Hercules identity stand apart from the rest of the Indian brands who tend to favour busy layouts with a mixture of imagery, text, and graphic elements.
At Lopez Design
Anthony Lopez, Mohan Godwal, Ruma Dhingra, Deekshit Daniel Sebastian, Ankita Singh, Sujatha Shankar Kumar, Ajay Sharma, and a special thanks to Vijay Soreng.
Also, everyone else at Lopez Design for contributing to this project in some way and being the best people I've ever met.
At MIT Institute of Design
Prof. Ranjana Dani, my faculty mentor for the project.
Prof. Utkarsha Malkar, and Prof. Rajendra Thakre.
The symbol ('H' logomark) was one of the 5 options produced at Lopez Design and presented to the client. Unfortunately, I was unable to see the project through at Lopez Design due to conflicting schedules with college.
The logotype, visual language, brand system and all remaining assets were designed by me after leaving Lopez Design for my final graduation thesis.
A collection of photos I posted on Instagram everyday while I was in Delhi. See all at #manavindelhi.