HOFT Brand Identity

Overview 📝

HOFT, Hall of Fame Technologies, is a bill payment platform for US utilities and municipalities. I designed the brand identity, including the logo and color palette, and separately designed portions of their interface, though this page focuses solely on the brand identity work.

Brand Applications 🎨

Conclusion 🏁

This project reinforced a few things:

• Strong logos often come from finding the right metaphor, here, figures connected in a cycle around a guiding star, rather than a literal icon.
• Asking the right early questions to understand what a client actually envisions matters as much as the design itself, and presenting multiple directions helped narrow in on the right one with confidence rather than guessing.