Security that keeps you moving
Client:
Hiplok (un-used concept)
The situation
Hiplok make some of the coolest bike locks you’ve ever seen. They’re smart, super secure and easy to carry. Hiplok’s products help you keep moving. They allow you to worry less and ride more. With their first logo still in service and a confused visual identity, Hiplok needs a refresh to make their brand look as smart as their locks and to help them reach the next level.
The solution
As an avid cyclist and long time fan of Hiplok products I challenged myself to re-imagine the Hiplok brand. I performed a thorough strategic process based on research from an outside perspective of Hiplok's current visual identity. What I arrived at is a refreshed logo and accompanying visual identity based around a new brand idea, 'Always moving'.
The current identity
The existing Hiplok brand features a logo which, although it is simple and applied consistently, is dated and visually fussy. It’s also difficult to use at small sizes and the chain link feature on the ‘o’ is clumsy and unclear. The visual identity is confused with different type styles and colours. The brand has served Hiplok well but is in serious need of a boost.
The new logo
The new Hiplok logo is bold and clear. The semi-stencil design hints at the nature of the products without an obvious 'chain/link' visual. The italic type and addition of the full stop embody the new 'always moving' brand idea.
Always moving
The surrounding visual material serves to further communicate the 'always moving' message. The brand is now more refined with a slick appearance deserving of a premium product.
