Brand Graphics
HGL’s brand identity includes specific styles for brand graphics including; service area icons, illustrations, photography and more. New brand assets are in development and will be added to this collection as they are ready for use.
SERVICE AREA ICONS
A consistent set of graphics for each of HGL’s service areas has been created. These may be used to differentiate HGLs many service offerings and areas of expertise. When used together they can visually represent an interdisciplinary approach. The service area icons must be used in context of other HGL brand elements and are not to be used instead of or as a replacement for the HGL logo.
SERVICE AREA ICON LOCKUPS
Using the HGL logo clearance are guidelines, service area icons should be be “locked up” to the right of the HGL logo as demonstrated in the diagram. Service Area Icon artwork files include a bounding box which provides a maximum height guide. The icon’s bounding box should never exceed the height of the HGL logo.
ILLUSTRATIONS & ICON STYLE
To complement HGL’s new clean and modern aesthetic, a consistent style for iconographic elements has been developed. A library of line art icons is in development and will soon be available for use throughout HGL’s brand materials.
More HGL brand design coming soon!
PHOTOGRAPHY
HGL photography should feel authentic. Below are some recommendations and examples for specific image categories.
Fieldwork & Technical Imagery
Photography of work being done in the field are important to telling the HGL story.
Images should have a clear subject and minimize distracting elements or backgrounds. People engaged in the work being done in the field should be more important that the equipment used. Use interesting angles—low to the ground, up high, or close-ups of technical equipment to help tell the story.
Natural Environment
A picture is worth a thousand words – dynamic, awe-inspiring images that demonstrate the beauty of our environment and what’s at stake if we don’t restore and protect it are a key aspect of HGL’s brand. Use of unique camera lens effects, underwater images, and arial shots can offer valuable new perspectives.
HGL’s brand colors were drawn from nature, so it is ideal to select environmental photography that corresponds with the color palette as often as possible. Combining inspiring environmental imagery with office or fieldwork photos help connect HGL’s day-to-day work with its mission and vision.
