Hyphen — Visual Identity

Hyphen is a Pakistan-based, full-service design agency committed to creating transformative digital experiences. Specializing in startups poised to revolutionize their industries and become standout brands, Hyphen seeks to elevate Pakistan's narrative through unparalleled services. The name "HYPHEN" is a reflection of its purpose—a bridge connecting brands to success.

The goal was to develop a visual identity system that articulates the brand's core vision, harmonizes with elements inspired by its name, resonates with the target audience, and presents "HYPHEN" as Transforming, Helpful, Approachable, and Trustworthy.

The solution embodies a visual identity inspired by the brand's core concept. Beginning with a logo design, we crafted a logomark from scratch, symbolizing the transformative journey "HYPHEN" offers to startups. The logomark features a star evolving from a timid to a bold and solid state, representing the potential of startups to disrupt industries and become rockstar brands. Paired with a sans-serif typeface that evokes a friendly and trustworthy appeal, the color palette reflects Pakistan's flag with a modern aesthetic. The type system, mirroring the logo's transformative idea, integrates two different typefaces—a simple sans-serif and a bold, inviting one—to enhance Hyphen's brand recognition.

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Client: Hyphen — Project Scope: Visual Identity | Collateral Design