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Human Element

  • Writer: KiX
    KiX
  • Jan 15, 2018
  • 1 min read

Updated: Jun 23

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.

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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.



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