This was a minor rebranding project where I revisited Holten’s logo to introduce additional versions of the signature block for limited and minimal spaces as well as other modifications and improvements that resulted in better legibility and consistency.
Summary of Changes
Here’s the summary of the issues on the left-hand side and the new version addressing those issues on the right-hand side:
- Long thin strokes causing poor scalability
- Large white space affecting scalability
- Short ascender
- Misaligned ‘h’ and the tittle of the ‘i’ is closer to the leg of the h than its stem
- Misaligned vertex of the triangle making it non-equilateral
- Thin and misaligned stem
- Inconsistent clear space: not equidistant from bounding strokes
- Type isn’t centred on the carrier shape
- Improper kerning especially between HOL, IMP, and NATIONAL
Additional versions
I added two additional identity versions on the right-hand side for limited and minimal spaces. The smallest element of each identity block whether it’s the ‘TILE DISTRIBUTION’ descriptor, ‘INTERNATIONAL’, HOLTEN IMPEX, or ‘h’s x-height are equally legible as highlighted in green but occupy much smaller spaces, improving scalability.
Production guidelines
I created square and circular versions of the lettermark for profile pictures, HTML signatures, And finally, I added guidelines to ensure consistency and aid production of signages where each element is mounted and spaced manually:
Brand Pattern
To create a unique and meaningful brand pattern tile for Holten, I began with a square base, reflecting the squarish dimensions of most tiles. I transformed this square into a 3D cube similar to one used on their website hero and rotated it so that one of its eight vertices aligned perfectly at the center, creating a pseudohexagonal pattern. From this vantage point, the cube appeared as a hexagon, a widely appreciated tile shape due to its ability to tessellate seamlessly into patterns.
Next, I sectioned the cube along a plane passing through its central vertex, resulting in a triangular cross-section when viewed from the chosen perspective. To introduce dynamism and balance, I flipped alternating cubes by 180º, ensuring adjacent triangles faced in opposite directions—one pointing upward and the other downward.
This arrangement not only maintained the inherent hexagonal geometry but also established a visually cohesive and harmonious pattern. The alternating upward and downward triangles repeated consistently both horizontally and vertically, offering a balanced, rhythmic design that highlights Holten’s innovative yet structured brand identity.
Here’s a simple branded vector throbber animation that would work on light and dark backgrounds:
