ID³ has completed work on redesigning the Haynes Group’s 56-year-old logo.
Haynes’ iconic red and yellow logo has represented the company since it was founded by John Haynes in 1960, his son J Haynes, who recently took over as CEO, felt it was time for a change.
ID³ was tasked with bringing the logo into the 21st Century and to reflect the fact it now not only appears on the cover of their manuals, but elsewhere – as an icon on the home screen of a mobile phone, on their website, across social media, and beyond.
With the digital age in mind, the decision was taken to remove the book artwork from the logo, given that Haynes’ information can now be found in a variety of formats.
A simplified wreath design was also incorporated, which retains its clarity when used at smaller sizes, i.e. on a mobile device.
The text size has been boosted, with each letter given a white outline to help it stand out, and the logo has been given app-like curved corners to soften the square design.
Where appropriate, the new logo will be accompanied by a new positioning statement or ‘strapline’ for the company – “Shows you how” – which Haynes says explains its mission “simply and succinctly”.
ID³ also went on to produce new identities for Haynes’ divisions: Haynes Publishing Group and Haynes OnDemand. The agency then produced detailed brand guidelines to bring all elements together in one succinct document for the global organisation.
Mark Cherry, managing director of ID³, says: “We were delighted to be chosen as the digital creative agency responsible for the redesign of the Haynes logo. The new logo is fitting of the smartphone society in which we now live, while retaining the instant recognition that Haynes’ distinctive colours offer.”
J added: “I believe the design subtly communicates an exciting new phase for Haynes, while reflecting the visual elements of our original iconic logo and simultaneously respecting the brand trust that consumers have in the Haynes brand name.”