Brand Identity · H.A.M.S.A.
Hybrid AM Systems Advancement Labs.
Where origami geometry meets manufacturing.
Overview
The Brief
Transformation through
advanced manufacturing.
H.A.M.S.A. - Hybrid AM Systems Advancement Labs - needed a brand that bridged simplicity and a grounded approach with precision and technology. I wanted for it to reflect simplicity, creativity and a certain child-like approach to manufacturing. The mark is a swan mid-transformation: part wireframe geometry, part living form. A shape that can fold back into crumpled paper just as easily as it takes flight - the cyclical process of responsible, innovative engineering.
Try it yourself
Fold your own
H.A.M.S.A.
Each click is an origami step - the same elements that built the H.A.M.S.A. logo.
a sheet of intention. already restless.
The Mark
Geometry in flight.
The logo pairs an origami swan - assembled from geodesic triangles - with a wireframe icosahedron. Together they read as both delicate and structural: a creature made of math.
Logo Narrative
The mark tells a story.
Four origami stages (crumpled paper, boat, swan, and bird in flight): each mirrors the lab's own transformation, raw material to finished form.
Colour System
Gold, rust,
and carbon.
Rooted in metal and heat: the gold of molten brass, the rust of oxidised steel, pure white light and near-black carbon. Premium and technical without tipping into cold.
Scrub the gradients · click to copy
Typography
Two voices, one lab.
The primary typeface is Sphuran - a custom geometric design built for the brand, with rounded technical letterforms. Space Grotesk handles all functional communication.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1 2 3 4 5 6 7 8 9 0
Iconography
Wireframe world.
The extended icon system draws from 3D modelling and topology: tori, hyperboloids, paraboloids, cones, and diamond lattices. The shapes additive manufacturing works with every day, rendered as skeletal wireframes that echo the brand's origami logic.
Brochure · A5 booklet
Twelve pages,
fold-and-build.
An A5 marketing booklet introducing HAMSA's expertise, services, manufacturing capabilities, and case studies. Origami-inspired wireframe motifs run through the spreads, a quiet nod to the fold-and-build mindset that drives the lab's work.
All twelve pages
Brochure · print sculpture
A flyer that folds
into a swan.
A diamond-cut sheet that doubles as a desk sculpture. The two faces carry HAMSA's expertise breakdown and a collaboration matrix; printed crease lines guide the fold from a flat sheet into the 3D swan. Sat on the booth's table at the AM Conclave as a conversation starter.
At the AM Conclave Middle East booth.
Stall design
From mark
to booth.
The brand carried into a full exhibition stall at AM Conclave Middle East: wireframe icons enlarged to wall-graphic scale, the swan mark above the desk, and the origami brochures laid out on the table in front of attendees.
