Have you ever heard of H.E.M.A. (European Historical Martial Arts)? H.E.M.A. is the practice and study of European combat techniques documented in ancient manuscripts, mainly from the Middle Ages and the Renaissance. Based on historical sources, H.E.M.A. involves the use of various weapons, such as swords and daggers. Practitioners use protective equipment for training and competitions, with the aim of recreating and preserving these martial arts, as well as better understanding the military and cultural history of Europe.
This was a study project developed during a brand design course in 2019, which offered as one of the exercise options the creation of a visual identity proposal. After analyzing the briefings available for the exercise, I opted for this one, because it was a real group of H.E.M.A. from the state of Espírito Santo in Brazil.
Create a brand that represented the group and expressed in a unique and striking way its essence in order to generate identification and attract new participants. In the briefing, there was a requirement that this brand include elements that reflect the regional identity of the group, whether from Espírito Santo or Brazil as a whole, and incorporate a longsword as a central symbol. The brand should also convey essential values such as bravery, honor, respect, courage, loyalty, dynamism and tactics.
Based on the briefing, I started researching about the sport and its history, as well as the types of weapons used and costumes, to make sure I was getting inspiration from correct visual references. The next step was to express the initial ideas through quick sketches, making it easier to visualize the concepts.
The chosen concept for the symbol combines three different elements into a unique representation. The longsword is the central and main element, symbolizing power and skill, positioned vertically to convey authority and bravery. The emphasis on the “H,” the initial letter of H.E.M.A. and also of the word “History,” aligns perfectly with the context of the sport. The presence of the hourglass, depicted in a figure-ground style, adds a element of temporality, suggesting a connection with the past and the present. The symmetry of the symbol reflects balance and discipline.
After having the concept in mind, I put the drawing on the computer, where I used grids, a technique in design, to refine the lines. This technique involves the use of geometry to align and make the elements harmonious, aiming to make them more pleasing to the human eye.
The brand’s font is EastMarket, chosen to complement the symbol. It presents both curves and straight lines, with a weight and robustness similar to the symbol. Additionally, it includes bold serifs, like the “H” in the symbol, giving a more traditional feel.
The colors were selected from an image reference. The lighter gray refers to the blades of the weapons, while the earthy tone suggests the past. The darker gray adds seriousness and gives a needed contrast to the color palette.
The spacing between the letters was also calculated to ensure greater harmony, as well as the proportion between the sizes of the letters together with the symbol.
Time has erased this sport from history and it is gradually coming back through people who research it, among these people is this group from Espírito Santo, Brazil. That is why the letters “E” and “S” are the only ones that are complete, precisely for this contribution to the sport, for following this designation.
The brand is highly versatile, providing various usage options in different sizes and formats, including versions with and without a slogan.
Application of the vertical version of the brand on the sleeve of a uniform.
The background pattern that I created represents the historical records found that brought back the sport, so the brand elements express themselves on this background. In the briefing, the client made sure to add a long sword in his symbol and also said it would be cool to have something related to the state of Espírito Santo or Brazil in his brand.
