Working with traffic on renewing our identity has been a great project. I am thrilled with the results. Our previous logo was very reflective of where the company started. However, times had changed, and so had the business. We now have a new logo that has brought us into a more modern world.
Jennifer Gourley
Harding Fire Protection
Harding Fire Protection
client objectives
Google the word Harding and you're likely to find an abundance of businesses that all use a capital letter H in their identities - everything from forklift services to medical supplies. The previous Harding Fire identity was no different and the client wanted to create something that was unique and distinctive that clearly indicated the company's expertise and specialization in Fire Protection. The demographics of the business were also changing and the identity needed to appeal to a younger, more sophisticated audience.
design solution
traffic wanted to express as much about the company as possible in the icon, while honouring the client's request to retain the H in the identity. The H was redrawn to look more solid and dependable. The visual cues of a water droplet falling on a flame was incorporated into the design. The colours of red and blue were chosen to represent the elements of wire and water and to highlight the polarity between them.
