clarity amongst chaos and complexity
chaos and complexity
The Hakman Group provides professional value-added services within highly specialized asset classes and draws upon their industry knowledge, trusted relationships and proven methodology to execute complex transactions. With their 180 combined years of marine container business experience and expertise of negotiating and structuring highly complex transactions, Hakman Group was missing only one important thing—an identity.
300FeetOut began by defining the brand identity, focused on the idea of “complexity”. An array of intersecting lines in the mark represent complex transactions, held together by lines forming a capital letter ‘H’ suggesting a more contained and organized feel. Bold, contrasting typography implies that in the midst of chaos and complexity, Hakman is solid, secure, and clear. Once the identity was clearly defined, print collateral including business cards, letterhead, envelopes and mailing labels were designed, presentation templates were created for internal use and brand guidelines were provided to help the client maintain a strong and lasting appearance with their new brand identity.