Developing the identity for my own portfolio I identified that the icon could not function in isolation and quickly began developing logotype I could pair with this. Due to the strict geometric nature of the icon it was identified the type could have to be a relatively thick sans serif to complement this and not get lost when placed with the symbol as a combination mark. Exploring a range of typefaces I took preference in selecting geometric fonts that would structurally reflect the design direction and accentuate the simplicity of the brand.
Narrowing the type selection down to Circular and Campton I struggled in identifying a final font, they both work appropriately when placed with the icon and reinforces the identities geometric nature. The decision to use Campton came down to the X height of the typefaces, particularly when looking at the R character it is identified that Circular creates an oblong shape whereas Campton creates a square, this is more aligned with the overall aesthetic of the symbol which is entirely made up of 1x1 squares and this subtle link within the overall aesthetic of the typeface complements the icon more appropriately.
Exploring how to pair the type and icon together in creating a combination mark I trailed a range of combinations however quickly identified that the far left trial was significantly the most successful as this further placed with the negative space to create the full H within the icon making this more obvious to see. This also fully incorporates the type into the composition without making it feel awkward and out of place as so many combination marks tend to do in just placing the type directly underneath the icon.
Happy with this result of the combination mark I chose to develop this further creating a range of variations to use as brand guidelines. These will be used where most appropriate and include the full combination mark, icon in isolation, and two typographical variations that works one one and two levels. Creating variation within the identity ensures that the a form of the logo will appear appropriately in whatever collateral it is used and provides variety within the brand that will succeed over multiple brand extensions.
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