With in-person events declining due to the pandemic of 2020, a safer way to engage audiences was needed—enter Hummingbird. A virtual events company not bound industry, but instead using the power of technology to connect companies with people in new and exciting ways was the perfect solution to the pandemic-posed problem. Dynamic branding paired with high quality broadcasting was the key to Hummingbird's success.
The brief presented the following goals:
- A brand separate from the FreightWaves parent brand, complete with a bold and creative color palette
- Imagery that matched the vibrancy, adaptability, and precision of a hummingbird in mid-flight
- Relatabilitily to digital broadcasting and technology
- A logo that can be reduced to one color and used as a watermark
- An onscreen presence that is friendly, but not distracting
From sketches to software the project took shape; it was particularly tricky to find the right balance of form to represent the hummingbird. Each variation was paired with different typefaces to find the perfect fit.
As the final logo emerged from trial and error, finding a color palette that captured the vibrancy and variation of dynamic colors of the hummingbird species took painstaking care.
A diverse and eye-catching color palette was needed to capture the vibrancy and variation of dynamic colors of the hummingbird species. With Hummingbird taking complete advantage of digital technology, the color palette was derived from the SMPTE color bars to test video signal.
Combining the vibrancy and adaptability of the digital medium with the speed and beauty of its namesake, the primary logo depicts a hummingbird mid-flight, hovering ever so slightly over a rounded sans-serif typeface.
While the primary hummingbird wordmark can stand alone, with or without the hummingbird emblem, the secondary logo features seven colorful circles whose motion represent a hummingbird in flight.
All variations of the Hummingbird logo can be reduced to one color or isolated to use one of the seven options within the color palette.
In honor of a creature that is vibrant, adaptable, and precise, Hummingbird represents a fast-paced and exhilarating brand that takes virtual events to the next level.