04 Dec New Hennessey Logo Signals Exciting ‘Next 30 Years’ for Company
New Hennessey Logo Signals Exciting ‘Next 30 Years’ for Company
Sealy, Texas (December 4, 2020) – For the past 30 years, the Hennessey brand has stood uniquely as the world’s premier automotive tuner with a logo globally recognized. From Vipers, to Mustangs, from Velociraptors, to 6×6’s, the infamous Venom GT; the Hennessey ‘script’ logo as it’s known internally, is a landmark; something that will always remain.
As Hennessey looks to kick off a new decade beginning in 2021, the company began to address the need for a logo that would serve to round out its graphic portfolio. The new ‘H’ logo represents an element of brand evolution that will roll out over the coming months and into 2021 coinciding with our 30th anniversary; an exciting new chapter in the company’s history.
The purpose of this company wide brand is to reflect the growth, direction, and ambition of Hennessey as it moves into its 30th year. “We’re constantly innovating in every aspect of what we do from production of vehicles themselves, to the branding that communicates to the world who we are,” said John Hennessey, founder and CEO.
The Design Process
The design of the new logo began in late 2019 as the company started to evaluate potential refinement of its brand identity. Shortly after appointing Nathan Malinick to the position of Director of Design, the company started the design process of creating a new logo to complement the existing Hennessey ‘script.’
“We began with the purpose of the logo; we needed to be clear in our minds what the intention of the logo was going to be,” said Malinick. The Hennessey ‘script’ will remain as the primary brand identifier with the new ‘H’ logo applied as a supporting act in various situations.
Inspiration came by looking to the context of where Hennessey is located, in Sealy, Texas. “We’re a proud Texas based company and all around our test track and proving grounds are cattle, so I did a lot of research into cattle branding which was fascinating.” “Cattle brands need to be simple, so they can be applied easily, they need to be distinct and able to be read from far off while on the move and they need to say something about the owner.” Using the criteria for cattle branding proved quite helpful in the thinking gone into the new logo because it aligns exactly to what a good logo needs to accomplish.
Early sketches ranged from the abstract to the literal translations and after many reviews and iterations, the result was a logo with a two-dimensional impression. Using the golden ratio as a guide to determine the overall size of the logo ensures longevity and a naturally beautiful proportion.
The company name remains first and foremost at the center of the new logo with the form of an ‘H’, communicating instantly the first letter of the founder’s surname. The ‘flags’ on each corner of the ‘H’ represent the acceleration that has been a trademark of the company since its inception. Simultaneously each of the four points of the ‘H’ act as a subtle nod to the Texas star as the company was founded and remains today in the great state of Texas.
The new logo will be incorporated across all mediums, not just physically on cars. Wherever the logo is appropriate proportionally to be applied, it will be; this includes various social media platforms, badging, digital advertising, and more.