Graphic designer working with branding, type design and lettering.
Copenhagen based.
Contact at:
theopedersen@hotmail.com
What Visual Identity
When 2022
How Bespoke logotype, brand platform, product application, copy, brandbook, designguide, assets, templates, commercials and print
With Nimble / Philip Rahbek
For this shift, HG Machines needed a distinct identity—both a new logo and a complete visual system that could communicate a fully sustainable transition, across business and product.
The bespoke logotype is the core of the identity. Based on strong industry markers for construction and craft, it is drawn with inspiration from classic sturdy slab serifs with a hint of bold stencil type.
This is the HG E1000. The core of the company. And a symbol of moving from fossil fuel-powered machinery to electric on-site machinery. Previously known as HG Super Skub with a bright red color palette, the evolution of Super Skub, HG E1000, is clothed in HG Machines new identity.
The colorpalette lays the foundation with everything electric in green and yellow, with graphic elements underlining the feature of being 100% electric. Other than that, it stays practical and handy.
HG Machines operates in an industry defined by heavy, craft-driven visual conventions—often relying on orange and black palettes and bold typographic expressions. This language is rooted in the nature of the construction industry itself.
The goal was to stay within this context while elevating HG’s identity toward a more minimalist and contemporary expression. The transition to electric on-site machinery needed to be communicated clearly, without diluting the visual language. The products are the core, and their real-world use should be shown rather than explained. A clean, restrained design system was therefore developed to frame the products and tie the identity together.
The arrow, introduced as a fifth element, echoes the physical act of lifting and moving. Derived from the spur of the “G,” it symbolizes forward moving, future oriented momentum and HG Machines’ commitment to a electric transition.
Made for nimble 2022-2024
Copy and project management Philip Rahbek
Photography by T2 Studio