HOLMAN Associates Branding
HOLMAN Associates is a premium project and construction management brand that specializes in the hotel industry. The branding project was a bottom-up approach that included naming, slogan, logotype, corporate ID, signing, clothing, webpage design, and a variety of analog and digital applications.
We began the branding process with the simplest 2D element, the line. Lines are used as direction signs and tools to manage complex tasks and achieve successful outcomes. We arranged the lines in a balanced framework that resembles the initials “H” and “N” of the brand. The resulting architectural and abstract logo communicates an intelligent, robust, and holistic management style.
We also custom-designed the typography to communicate a modern spirit of order and ambition. The clear and concise typography conveys the message “Trust your vision to HOLMAN Associates.” We kept the color palette simple, with black, white, and industrial gray. These colors represent the collection and arrangement of information that makes effective management possible.
The corporate ID is a visual communication system that symbolizes the information collection and arrangement that make management effective. We use the ID in a variety of analog and digital applications that communicate the brand’s philosophy of “construction intelligence” to the market.