Alt Group – Hudson Gavin Martin Identity

Apr 21st, 2010
6 Comments

Alt Group   Hudson Gavin Martin Identity

Alt Group   Hudson Gavin Martin Identity

Alt Group   Hudson Gavin Martin Identity

Alt Group   Hudson Gavin Martin Identity

Alt Group   Hudson Gavin Martin Identity

Hudson Gavin Martin Corporate Identity
Design Alt Group

“The American horror film “Night of the Living Dead” from 1968 made cinema history for two reasons. Firstly, it was shot in black-and-white as a spare time project, yet the film is now part of the Museum of Modern Art film collection and counts as a cult film and milestone of the horror genre. The second, more unusual reason is that the film is not subject to copyright. When, shortly before its premiere, the film’s title had to be changed again, someone apparently forgot to also insert the copyright note from the original title sequence.

Copyright is exactly what the law firm Hudson Gavin Martin deals in, copyright and more specifically, consultancy on intellectual property rights, a concern that is directly referenced in the firm’s corporate identity. Set one upon the other, each of the three names is followed by the industry-typical insignia: the copyright, trademark and registered symbols. Thus turned into a distinctive logo, the logo also seems to suggest that they want to protect their own names – an intended irony that echoes the team’s humour. Moreover, the fact that three is more than a partnership and the colloquial wisdom which has it that all good things come in threes, is imaginatively signalled for instance via a “hat trick” made from three bowler hats, and their business trilogy of equity, assets and liabilities is revealed in all their brochures.”

Alt Group is a strategy-led design studio based in Auckland, New Zealand. Founded in 2000 by Ben Corban and Dean Poole, the company has a core team of 16 people with a rich diversity of design, business backgrounds and experience working in brand strategy, communication design, interactive design and new product development. I hate to say this but the Alt Group website leaves a lot to be desired, which is a shame because they have some really great work which you can view in hi-res on their Flickr account. I can only hope that their current website is just another way of expressing the famous phrase “coming soon”. How soon is another matter… ;)


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6 Comments

  1. Those cards are very clever!

  2. David

    You may be interested know that they won the prestigious red dot: grand prix for this identity :)

  3. Alt are the envy of every graphic designer and design company in New Zealand. And yes, their website has always baffled me—been like that for years.

  4. I suspect their website is like that because they don’t want their prospective clients getting a preconceived notion of the type of work they do. It allows them to truly start from a clean slate and stops them attracting only a certain style of work or type of client. Having that site clearly isn’t stopping them from producing great work :)

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