Company: Three Furies, Clarity Group
Title: Design Director
Project scope: Stationery, Collateral Materials, Certificates, Pins, Magazine

The HR Certification Institute (HRCI) offers the most rigorous, respected, and established credentials in the world for driven HR professionals who want to achieve their highest career potential.

HRCI’s brand personality guides the brand identity’s look-and-feel and tone of voice: authentic, connected, rigorous and passionate.

The basic elements in HRCI’s visual system - logo, logo lockup variations, color palette, imagery, typography - are designed to work in harmony with each other and to convey the richness of the HRCI brand.

With its two-color letters and bold typeface, the HRCI logo elicits dependability, advanced methodology and progress. Its versatile composition allows for its use as a supergraphic to add visual interest.

The vibrant color palette allows for differentiation and flexible communication.

The welcoming and caring atmosphere of the organization is reflected in its use of words which are typeset in a distinctive font with simple letterforms, Avenir.

The photographic images of people are the primary graphic component of the HRCI brand system and it reflects the diversity within the organization.