HDHL
HDHL – Where Evidence Becomes Action
HDHL is a former Joint Programming Initiative that aims to improve dietary quality in an environmentally-sustainable way by leveraging insights from food, nutrition, social, and health sciences. It develops evidence-based recommendations.
Our client approached us with a clear objective: to refresh an outdated and inconsistent brand image. In addition, they needed a cohesive system of visual marks for the various projects they lead – one that would ensure strong alignment and seamless communication with the main brand logo.
Our task was to redesign the hdhl logo without losing its recognizability. We also had to improve the scalability of the entire logo. We retained the crescents of the signet, giving them the appropriate thickness and improving their layout. We eliminated the yellow color. We selected two contrasting shades of green and retained the red accent color of the logo dot.
We also redesigned the typographic portion of the logo, focusing primarily on improving readability. Thanks to these efforts, we were able to create several versions of the logo.
The color palette directly reflects HDHL’s focus on healthy food and healthy living. Our inspiration was drawn from natural food products, while preserving the existing colors present in the original logo to maintain brand continuity.
The system is built around contrasting shades of green, complemented by a distinctive red accent. Soft, calm tones of beige are used primarily in backgrounds, creating balance and providing a subtle counterpoint to the energetic greens and red. Together, the palette communicates freshness, vitality, and credibility in a cohesive and contemporary way.
HDHL Visual Identity System
For HDHL we created the main brand logo and a flexible project logo template for the client’s various initiatives.
The project logo concept is derived from the main HDHL mark, whose key feature is the red dot. In this version, the idea evolves into three circles, representing multiple projects under one brand – with a single red accent circle that maintains a strong visual connection to the main identity.
To illustrate its use, we designed a sample project logo – Food for Health – showing how the template can be easily customized by adding each project’s name. The mark also pairs harmoniously with the main HDHL logo, ensuring a consistent and cohesive visual system across all applications.
HDHL Key Visual System – part 1
At the heart of the visual language lies the dot, a central element of the HDHL logo. Within a field of many dots, a single accent-coloured dot stands out – symbolising scientific evidence that guides HDHL’s work. This concept reflects the organisation’s commitment to basing its actions on proven, research-driven knowledge.
The system features both regular and irregular dot patterns, representing the dynamic and interconnected nature of HDHL’s activities. In addition, we developed a set of geometric icons built from dots, adding a modern, technology-inspired character to the overall visual identity.
HDHL Key Visual System – part 2
The second component of the HDHL key visual features a set of organic shapes used as image masks. These forms were developed from a geometric grid built with evenly spaced circles. By connecting tangential lines and smoothly merging them with curved circle outlines, we created a variety of dynamic mask shapes that offer broad flexibility in application.
These organic forms bring a sense of natural movement and softness to the visual language while maintaining a connection to the system’s geometric foundations. They also complement the dot-based elements introduced in the first part of the key visual, together forming a coherent and versatile design system that balances precision with organic expression.
