When Harmony printing approached us, they were entering into their 50th year of providing print services throughout the Greater Toronto Area. As with any company in today’s competitive, rapidly changing marketplace, Harmony recognized they had to be doing something right, having enjoyed consistent growth and success over an extensive period of time. In working with Harmony, to better define their brand, a couple of things came to mind. 

Our immediate focus turned to a retro approach of the new identity. To get a better feel for where we wanted to take the visual component of the new brand, we studied vintage identities from the 50s and 60s. As was popular at that time, we decided to use a decal motif, along with a heavy, scripted font, further supported through a simple, brand positioning tag; ‘Find Your Balance’, which simply implies consideration of what works best for your business.

We wanted the overall impression to be casual, personable and approachable. The script was further customized to create flow, but was anchored with a contemporary, sans font for the brand tag. The key-line (within the decal shape) was introduced to frame the word-mark and tagline, while adding a hint of sophistication to the overall mark.