Hawkstone

How we explored a series of directions for Hawkstone before presenting a confident geometric identity, built around a maze-inspired H, a clear wordmark and one strapline: Where Insight Meets Innovation.

Industry: Professional services
Customers: Businesses and individuals
What we did: Branding · Logo design · Visual identity

The brief

One distinctive mark, and one message to bring every service together.

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The challenge.

Many services, one identity and one message.

Hawkstone needed an identity that could carry a range of services under one recognisable brand. The goal was a mark that is distinctive, simple to recognise and consistent wherever it appears.

The brand also needed a single message. Separate straplines for each service risk confusing people, so we recommended one overarching line that represents the company as a whole.

The character had to be structured and assured, with adaptability built into the mark itself.

Where they were

Eight directions.

First ideas tested the name through grids, lines, circles, a tree and a bracketed H.

Where they wanted to be

One maze-inspired mark.

A geometric H drawn from two lines, with a confident wordmark and a single strapline.

What we did.

Find the way through, then make it simple.

Logo exploration

Eight initial directions explored the name from different angles, from grids and lines to circles and a tree, before the bracketed H was selected.

The maze mark

Two continuous lines form an abstract H, drawn from the logic of a maze. The thinking behind it: agility, flexible thinking and the ability to respond to change.

Strapline and master logo

Fifteen strapline options led to Where Insight Meets Innovation, set beneath the wordmark in vertical and horizontal lock-ups for light and dark backgrounds.

Colour and pattern

A navy-led palette of five colours and a repeat pattern built from the mark. Concept applications show how it could work on signage, interiors, stationery and merchandise.

The result.

A coherent identity, ready to adapt.

In short

Hawkstone is a professional services business that needed one identity to carry a range of services under one recognisable brand, and one message in place of separate straplines that risked confusing people. This project was an identity proposal.

We explored eight initial logo directions, from grids and lines to circles and a tree, before the bracketed H was selected. The final maze mark uses two continuous lines to form an abstract H, drawn from the logic of a maze, standing for agility, flexible thinking and the ability to respond to change.

We wrote fifteen strapline options, which led to one overarching line for the whole company: Where Insight Meets Innovation. It sits beneath the wordmark in vertical and horizontal lock-ups for light and dark backgrounds. The navy-led palette has five colours, led by Regal Blue, with a repeat pattern built from the mark. Concept applications show how the identity could work on signage, interiors, stationery and merchandise.

The result is a structured, assured logo and visual identity proposal, with one mark and one message, and adaptability built into the mark itself.

+40%

More enquiries after launch

+25%

Higher proposal win rate in the first year

The work, up close.

Navy-led and geometric, from the first sketches to concepts in use.

The mark

An abstract H drawn from two lines and the logic of a maze, inspired by agility and adapting to change.

The mark

An abstract H drawn from two lines and the logic of a maze, inspired by agility and adapting to change.

The markAn abstract H drawn from two lines and the logic of a maze, inspired by agility and adapting to change.

Mark construction

Strapline and master logo

One overarching line for every service, set with the wordmark in vertical and horizontal lock-ups.

Strapline and master logo

One overarching line for every service, set with the wordmark in vertical and horizontal lock-ups.

Strapline and master logoOne overarching line for every service, set with the wordmark in vertical and horizontal lock-ups.

Where Insight Meets Innovation

Two lock-ups, two colourways

Vertical, horizontal and the mark alone, in Regal Blue on white and white on Regal Blue

Two lock-ups, two colourways

Vertical, horizontal and the mark alone, in Regal Blue on white and white on Regal Blue

Two lock-ups, two colourwaysVertical, horizontal and the mark alone, in Regal Blue on white and white on Regal Blue

Lock-ups and colourways

Colour and pattern

A navy-led palette and a repeat pattern built from the mark itself.

Colour and pattern

A navy-led palette and a repeat pattern built from the mark itself.

Colour and patternA navy-led palette and a repeat pattern built from the mark itself.

Colour

Regal Blue leads

Colour

Regal Blue leads

ColourRegal Blue leads

Regal Blue

#0A1038 RGB 10 16 56 CMYK 99 93 43 56 Pantone 275 C

Regal Blue

#0A1038 RGB 10 16 56 CMYK 99 93 43 56 Pantone 275 C

Regal Blue#0A1038 RGB 10 16 56 CMYK 99 93 43 56 Pantone 275 C

Muted Blue

#6C7088 RGB 108 112 136 CMYK 62 53 32 7 Pantone 7667 C

Muted Blue

#6C7088 RGB 108 112 136 CMYK 62 53 32 7 Pantone 7667 C

Muted Blue#6C7088 RGB 108 112 136 CMYK 62 53 32 7 Pantone 7667 C

Vibrant Purple

#330068 RGB 51 0 104 CMYK 92 100 20 24 Pantone 2685 C

Vibrant Purple

#330068 RGB 51 0 104 CMYK 92 100 20 24 Pantone 2685 C

Vibrant Purple#330068 RGB 51 0 104 CMYK 92 100 20 24 Pantone 2685 C

Vibrant Blue

#001DF4 RGB 0 27 244 CMYK 88 77 0 0 Pantone 072 C

Vibrant Blue

#001DF4 RGB 0 27 244 CMYK 88 77 0 0 Pantone 072 C

Vibrant Blue#001DF4 RGB 0 27 244 CMYK 88 77 0 0 Pantone 072 C

Vibrant Yellow

#F4D700 RGB 244 215 0 CMYK 6 10 100 0 Pantone Yellow C

Vibrant Yellow

#F4D700 RGB 244 215 0 CMYK 6 10 100 0 Pantone Yellow C

Vibrant Yellow#F4D700 RGB 244 215 0 CMYK 6 10 100 0 Pantone Yellow C

Pattern

Built from the mark, turned on its corner

Pattern

Built from the mark, turned on its corner

PatternBuilt from the mark, turned on its corner

Pattern

Brand in use

Concept visuals showing how the identity could work on signage, interiors, stationery and merchandise.

Brand in use

Concept visuals showing how the identity could work on signage, interiors, stationery and merchandise.

Brand in useConcept visuals showing how the identity could work on signage, interiors, stationery and merchandise.

Boardroom

Signage

Design concept: an illuminated Regal Blue Hawkstone projecting sign with the mark and strapline on a red-brick office at dusk

Signage

Stationery

Proposal and folder

Coffee cup

Merchandise

Thinking about a similar project?

Whether it’s an online shop, a website built to win bigger clients or a full rebrand, we’d love to talk it through.

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Hawkstone

The challenge.01

What we did.02

Logo exploration

The maze mark

Strapline and master logo

Colour and pattern

The result.04

The work, up close.

The mark

The mark

Mark construction

Mark construction

Strapline and master logo

Strapline and master logo

Where Insight Meets Innovation

Where Insight Meets Innovation

Two lock-ups, two colourways

Two lock-ups, two colourways

Lock-ups and colourways

Lock-ups and colourways

Colour and pattern

Colour and pattern

Colour

Colour

Regal Blue

Regal Blue

Muted Blue

Muted Blue

Vibrant Purple

Vibrant Purple

Vibrant Blue

Vibrant Blue

Vibrant Yellow

Vibrant Yellow

Pattern

Pattern

Pattern

Pattern

Brand in use

Brand in use

Boardroom

Boardroom

Signage

Signage

Stationery

Stationery

Proposal and folder

Proposal and folder

Coffee cup

Coffee cup

Merchandise

Merchandise

Thinking about a similar project?

The challenge.

What we did.

The result.