Hamilton Phil Logo.
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Challenge
(01)
With the new Hamilton Philharmonic Orchestra brand positioning in place, Haft2 was engaged to continue our work by developing a new visual identity that reflected the organization’s future direction while honouring its rich history and deep connection to the Hamilton community.
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Process
(02)
Rich historical archives inspired new conversations about the future visual direction.
Haft2 explored more than 140 years of the organization’s history and archives for inspiration. We also collaborated closely with staff to better understand the culture of the organization and its connection to Hamilton.
Our design team developed a range of logo concepts, including shortening the name to Hamilton Phil. We explored a distinctive colour palette inspired by Hamilton and the energy and expression of music.
The brand architecture was also refreshed, simplifying and refining the existing sub-brands to create a more cohesive and aligned visual identity.
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Outcome
(03)
The new logo consists of a contemporary HP monogram.
The connecting linework forms the initials H and P, while the outer edge of the monogram subtly suggests the shape of a brass horn. The open-ended crossing lines suggest movement, connection and openness, reflecting Hamilton Phil’s relationship with the community and its commitment to making orchestral music more accessible, welcoming and relevant.
The visual language also includes a new colour palette, with brass gold as the primary colour, typography, patterns and photography. Together, these elements create a meaningful connection between the orchestra’s past and its future.
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