Animal name branding projectGeorge Mason UniversityJuly 2022
This project was part of a summer class where we learned about various methods of applying graphic design to brands, social media, and advertising. For this project, we were tasked with creating an entire brand and brand identity around the name of an animal in a foreign language. I chose Hahn, which is rooster or hen in German. 

I was inspired by Germanic design language, particularly the design language of Swiss designers, German auto manufacturers, and the Bauhaus movement. However, I wanted to put my spin on it—if it was too clean it wouldn’t be distinctive. 

To create the logo, I had to imagine what the company would do. As Germany is known for their engineering prowess, I thought that Hahn could be a fictional competitor to Siemens. 

I started out with some preliminary ideas on what to do, mainly based on the idea of the typeface being representative of buildings. It wasn’t really translating, so I went back to the very start. I warped the text to the shape of a feather, and it created a nice juxtaposition between the cold sans serif typeface and the organic form of a feather.

The result is the Hahn brand and identity, which I further extended into stationery as a part two to this project.

© 2025