Human Element

Brand Identity & Motion Package

In a close creative partnership with Human Element, Blue crafted a striking identity system that transforms a studio’s ethos into a visual mantra. By reimagining their name through the lens of a periodic element—Hu¹—we captured their philosophy of putting people first in strategy and storytelling. With a bold design and expressive animation language, the system communicates both analytical precision and raw human insight—exactly what defines their work.

Human Element is a creative strategy studio that believes great ideas begin and end with humanity at the core. Blue partnered with their leadership to develop a bold, memorable visual identity rooted in their mantra: “Always add the human element.”

To bring this to life, we concepted a logo system inspired by the periodic table—introducing “Hu¹” as their symbolic atomic shorthand. This design bridges the language of scientific precision with emotional storytelling, reinforcing the studio’s balance of data, strategy, and human-centered thinking.

Brand Design System

• Logo Concept:

  The “Hu¹” mark, set in a yellow atomic tile, acts as a symbol of insight, warmth, and foundational thinking. The superscript “1” reflects the primacy of humanity in their process.
  

• Motion Design Language:

  Our animation system explores how ideas evolve. The build-up from abstract particle simulations to precise grid-locked geometry illustrates the arc from intuition to execution. Elements distort, slide, and resolve into the “Hu” mark, symbolizing creative thinking through chaos into clarity.
  

• Color Palette:

  Electric yellow paired with deep black and clean white—a blend that signals energy, optimism, and bold confidence.
  

• Typography & Grid:

  Swiss-style geometry underpins the system, paying homage to design discipline while allowing expressive kinetic typography in motion applications.