Señor Agency created the F5 brand of the prominent IT company HSM

REGION – When we combine IT and a 30-year-old company in the same sentence, we know that this is a relationship that has undergone (and is still undergoing) numerous transformations, but the family IT company HSM is in excellent tech condition – following technological trends, adopting new methods and it abandons the obsolete ones while retaining the human approach of the family company. The result of this combination is HSM’s leading position in the region in implementing digital business solutions.

After refreshing their offer with the introduction of cloud consulting, it was time for HSM members to do the same for their branding, which they present as a modern digital solutions consultant. That is why the goal of the rebranding and the new visual identity made in cooperation with the Señor agency was to present a modernized company, quality service and the human touch that drives it all together.

Rebranding has brought a lot to the story, and it has taken something away – the previous name HSM informatics has been shortened to the recognizable HSM, whose abbreviation represents the very essence of the brand – Human sense moves technology and business. This slogan is also a small recognition of the human factor as the driver of the whole company, as well as the technology and business of the clients who feel most in HSM’s role as an experienced and affordable digital solutions consultant.

What is a new visual identity? As HSM’s solutions are in fact the initial impulse of the wave that drives the business of its clients forward, Señorovci used the impulse as the basic element of the new visual identity. In addition to HSM initiating change, combining human-generated analog and device-generated digital pulses provides a complete picture of their approach to business.

The influence of the pulse as the basic shape is visible in the logo itself, the title treatment that follows the wavy line of the pulse and the line pattern on the various materials that have retained the HSM’s original colors.

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Source: PORTAL by

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