As global publisher Hardie Grant’s reach grew and its various branches of business expanded, they were in need of a brand re-examination and refresh. Assembly was appointed to bring all the various parts of the brand together, and I was commissioned by them to assist in a portion of the project: to letter the logotype and to refine the iconic dog mark.
The Hardie Grant name proved to be the brand's biggest asset. Distilling the exact gesture, tone and stroke quality that the logotype required was an exercise in experimentation and refinement. There was also strong recognition and equity in the dog brandmark, and the resulting mark is a respectful evolution that attempts to retain the charm and personality of the original.