HENLEY

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VISUAL IDENTITY
HENLEY IS A COMPANY ESTABLISHED IN LAS PALMAS DE GRAN CANARIA IN 1993. IT IS DEDICATED TO THE DISTRIBUTION OF CONSTRUCTION AND AGRICULTURAL MACHINERY, AS WELL AS MERCHANDISE LIFTING EQUIPMENT. THEY NEEDED A NEW LOGO AND A REFRESHED VISUAL IDENTITY ALIGNED WITH MODERN TIMES, CONVEYING RELIABILITY AND PROFESSIONALISM WHILE PRESERVING MORE THAN 30 YEARS OF HERITAGE.

(CONSULTANTS) IDEARIDEAS / ESES
(PROJECT MANAGER) MERCÈ MARÍN
(CREATIVE DIRECTION) BERNARDO ECHEVERRI
(GRAPHIC DESIGN) BERNARDO ECHEVERRI
(2025)

Approach

HENLEY AIMS TO PROJECT A MORE CONTEMPORARY AND PROFESSIONAL IMAGE; TO ACHIEVE THIS, THE FIRST STEP WAS TO REPLACE THE DATED SLAB-SERIF TYPEFACE AND TAGLINE WITH CUSTOM GEOMETRIC LETTERING, DESIGNED AS A SOLID, RECOGNIZABLE BLOCK WITH A TIMELESS APPEARANCE.

TOGETHER WITH THE WORDMARK, A PRECISE AND TECHNICALLY-ORIENTED TONE OF VOICE WAS ESTABLISHED, SUPPORTED BY PRIMARY AND SECONDARY TYPEFACES AND A FOCUSED COLOR PALETTE INSPIRED BY CONSTRUCTION-RELATED REFERENCES: BRIGHT YELLOW, DEEP BLACK, AND ALKALINE GRAY.

TO METAPHORICALLY CONVEY THE CONCEPT OF "HERITAGE", A SCALABLE TREAD-MARK PATTERN WAS DESIGNED USING THE INITIAL LETTER “H”.
THIS GRAPHIC ELEMENT SERVES AS A VERSATILE COMPLEMENT TO THE BRAND, ENHANCING THE FLEXIBILITY AND CONSISTENCY OF THE VISUAL IDENTITY ACROSS DIFFERENT APPLICATIONS.