The purpose of HFI (Handelns Forskningsinstitut / Institute of Retail Economics) is to conduct independent research on the economic role and importance of retail and wholesale trade in Sweden.
HFI hired me to design a graphic identity, website and a template for their reports. The brief was to create a brand that would stand out among the traditional research institutes. The logotype got a bold inverted symbol together with smart and modern typography. The colour-scheme is a mix of green tints together with a couple of exciting highlight colours. The use of green relates to sustainability, which is a recurrent topic in their reports.