Hiyero is a community of artists based in New York, USA. The Hiyero Reflective Filter is the world’s first (patent pending) one-way mirror filter for a camera that allows the user to evaluate themselves on the lens without using an articulating screen. Using a special glass that can enhance the photo and experience.
A logo consists of two basic elements: a symbol and a logo. The symbol is a powerful image that evokes the business culture – minimal, direct and conceptual.
The logo is the letter H with a twist. The letter H is symmetrical and mirrored, creating an abstract camera image. The two halves form a circle, perfectly placed in the middle, referring to the camera lens and the artistic art the brand provides. E + R are the only letters in the logo that are mirrored and have a different shape. This mirror reflection does not affect legibility and helps to emphasize the uniqueness of the products we offer. The mirror reflection in the logo refers to the basic function and versatility of the product.
The purpose of our lens is to make the camera more readable to the eye, so we wanted our logo to match that. Taking just the lens as a basis to keep the shape as simple as possible, we used the difference in line thickness to make the letter H symmetrical, and the mirror halves complemented everything else and gave the logo the perfect balance.
The camera filter has evolved along with the photography industry. Nowadays, every lens at least has a filter that provides basic protection. However, the question arises, how do you store and protect filters when they are not in use? The main problem with the typical cases that come with filters is that they are usually made of cheap material, are poorly designed, and are difficult to open for use. Hiyero is a company that understands this and is looking for a solution of protection, elegance and ease of use.
The solution was a simple radial design case that mimics the old style of film storage in a movie theater. The filter case is a top and bottom lid that opens and closes with magnets that are flush concealed in the lid for a more graceful finish. The bottom of the cover has a rubber-like gasket that is molded to the shape of the filter threads to keep the filter safe and secure. The top of the lid has a foam gasket to reduce/eliminate movement and stretching of the glass surface.
The packaging is one of a kind among camera filters. After careful study of the packaging of other filters, we have developed a packaging to simulate a camera with two purposes. The box comes in the same proportions as the camera, with the outline of the camera drawn in and around the filter housing, which is placed in a hole exactly in the middle to keep the housing stable and secure and create the appearance of a lens on the camera. Not only does the box serve as a safe and secure storage unit, but also as something to be proud to show off.
The R-Filter frame is made of the highest quality aluminum with a black matte finish. We use ultra-thin, low-profile frames to avoid vignetting on ultra-wide-angle lenses, and beveled edges for easy mounting and removal. The R-Filter glass is made of high-quality glass, transparent on one side and reflective on the other. Our glass is created by placing a layer of translucent aluminum film on an acrylic backing. This allows a certain percentage of light to pass through and reflects the rest.
Hiyero will produce 1,000 units in the first round. In the second round, 5,000 units will be produced.
Inspired by Filippo Brunelleschi’s painting depicting the Baptistery in Florence with a pinhole camera, we decided to use the concept of an image through a pinhole to create our filter.