Logo love #2

I became aware of this logo a while ago, but I hadn’t a clue as to what Hilti were about. Apparently, they provide leading-edge technology to the global construction industry and employs more than 23,000 people in 120 countries. Which, now I know what Hilti does, makes the logo an even better design — and I did think it was pretty great to begin with.

I love the solidity, the construction industry chunkiness and the unapologetic lack of kerning (all the spaces are equal, even between the horizontal overlap of the L and T). The designer hasn’t tried to balance the spacing by opening out the H I L, but crucially, brought the T over to encroach the L space. It shouldn’t work, but it does. Brilliantly.

It certainly helps that there are no curved lines. By making a virtue of necessity and utilising the letterforms straight edges, what’s been created is what all good designers are after; a unique simplicity and a readable, recognisable, scaleable mark that defies trends and gives the company its brand anchor and a visual voice.

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