Noted: New Logo and Identity for Honext by Firma

“Honext to Goodnex”

New Logo and Identity for Honext by Firma

(Est. 2011, previously Biprocel) "In Europe, each citizen generates an average of 1.78 tons of construction waste per year, being this industry responsible for one third of all global waste. And the main reason are the materials used, most of them not recyclable. This is why at Honext we have developed and patented a process, product and application, which transforms the primary sludge generated by the paper industry into a new cellulose-based material, sustainable, versatile, with excellent properties (reaction to fire, moisture, acoustics, mechanical resistance, non-toxic) to be used as interior partitions in construction. The material is recyclable and we are currently working on obtaining the Cradle-to-Cradle silver certificate. Right now we are in full implementation of the first production factory, located in a Waste Treatment Center in Vacarisses, Barcelona. It has an annual production capacity of 2,000 m3 of panels. The manufacturing process, in addition to using the sludge from paper mills as raw material, incorporates water coming from the landfill leachate, as well as methane and electricity generated from waste."

Design by
Firma (Barcelona, Spain; Los Angeles, CA)

Related links
Firma project page

Relevant quote
Formerly known as Biprocel, Honext’s new name suggests the use of honest materials with a forward-thinking attitude to lead a new era of construction. The wordmark is made out of horizontal and diagonal lines resembling Honext’s fiberboard panels, with each letter “pressed” to the various thickness styles of Honext’s finished product.

For the typeface, Firma chose Everett, a contemporary and versatile grotesque font system. Everett offers a high reading comfort that is fluid yet organic. The result is a strong natural drawing style with a distinct digital flavor that makes the brand seem both modern and unique.

To complement the new logo, Firma devised a graphic system based on grid reticles. By creating a visual layout that echoes an architectural design or blueprint, the new graphic system conveys symmetry and a high-end style in a language familiar to architects and interior designers.

Honext’s new primary colors include black, white, and raw. The color raw is chosen for its similarities to its prime material, sourced paper sludge to manufacture fiberboard panels. A palette of secondary colors serves to invigorate the main colors with warmer and earthier tones that are reminiscent of water, clay, mud, and other fundamental building elements of nature.

Images (opinion after)

New Logo and Identity for Honext by Firma
Logo.
Logo construction.
New Logo and Identity for Honext by Firma
Product.
New Logo and Identity for Honext by Firma
Product in use.
New Logo and Identity for Honext by Firma
Logo on product.
New Logo and Identity for Honext by Firma
Photography.
Website.
Layout system.
New Logo and Identity for Honext by Firma
Layouts.

Opinion
The old name and logo hinted at more of a biological, chemistry-like product than construction, which was a proper angle to take but perhaps not the most enticing for contractors and developers looking for materials to work with. I love the new name, taking “Honest” and replacing the “s” with an “x”, which is a letter with a unique use in Catalan. The new logo, I instantly read as planks of the material they create — which is like a sophisticated MDF (the sausage of construction) — not because I’m extra smart but I think the concept and execution is self-explanatory once you know what they do. Visually, it has a light brutalism that stops short of going the full ugly and, instead, it comes across as quite elegant and slick in the applications that have a minimalist approach, a lovely range of limited colors, and some great photography — sludge never looked so good. Overall, this does a great job of making an unexciting product exciting while positioning it as a premium choice that not only looks good but is good for the planet.



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