H.A.M.S.A.Brand identity · 2024
Hybrid AM Systems Advancement Labs. Brand identity for an additive-manufacturing lab.
Overview
The brief
Transformation through
advanced manufacturing.
- Problem
- A hybrid additive-manufacturing lab needed to look precise and technological while staying simple and approachable.
- Needed
- A full brand system (logo, colour, typography, iconography), an A5 brochure, a print-sculpture brochure and an exhibition stall.
H.A.M.S.A. (Hybrid AM Systems Advancement Labs) needed a brand that was simple and approachable but still precise and technical. I wanted it to feel creative and a little playful. The mark is a swan mid-transformation, part wireframe and part living form: it can fold back into crumpled paper or take flight, like material being remade.
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 flat sheet, crumpled.
The mark
Geometry in flight.
The logo pairs an origami swan, built from geodesic triangles, with a wireframe icosahedron.
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.
Brass gold, rust, white and near-black carbon, taken from metal and heat.
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 set uses 3D forms common in additive manufacturing (tori, hyperboloids, paraboloids, cones and diamond lattices), drawn as wireframes to match the logo.
Brochure · A5 booklet
A5 brochure.
A 12-page A5 booklet on HAMSA’s expertise, services, manufacturing capabilities and case studies, with origami-inspired wireframe motifs throughout.
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.
