HORTO 4 YOU is a producer and trader of fruit and vegetables. This company was in need of a brand that would enhance its main guiding values: growth, vitality, abundance, health, taste and freshness.
The briefing aimed for an impactful, modern and up-to-date visual identity, based on the color palette of one or more of the company's product and an effective logo in terms of diversity of applications.
I joined the initials H and Y (after redesigning the Good Unicorn font, the secondary typography of the brand used in the complete logo's signature) to create the number 4 brandmark.
The construction of the 4 (H+Y) brand mark followed the proportions of the golden ratio rectangle which is the illustration of the golden ratio, found countless times in nature and applied in works of art, architecture and design. It describes the perfect symmetry between two proportions. The psychology of perception demonstrates that the mathematical proportion reproduced by the golden rectangle allows for visual pleasing compositions with natural flow and optimized shape when compared to other random shapes.
The logo is able to adapt to any type of application or device, regardless of its size and proportion, thanks to the possibility of using the brand mark (number 4 formed by the letters H and Y) individually as the brand's logo.
This and the effective one-color behaviour of the logo increases its versatility as it contributes to fully responsiveness and varied application capability, beyond its complete version. It also retains the essence of the identity and conveys the brand's concept even as the complexity of the logo decreases.
The colors were selected to link the brand's identity to the company's business area, with the representation of one of its products, the carrot and also to give the brand certain sensations and values - knowing the way it wants to position itself and how it will be perceived, through color - generated by the meaning and symbolism of these colors.