The concept of the new HOT logo is clear and confident.
The logo serves as a visual manifestation of the company's strength, stability, and accessibility. It has two components: the gradient rectangle and the logo typeface.
The logo bounces off a gradient.
The primary color palette consists of black, white, red, and pink.
The red and pink gradient visually connects to the logo, exhibiting the brand.
To complement the brand's values, we created clean, simple icons to hold enough detail to convey the meaning.
All channels have a wide spectrum of colors and gradients, which are all based on the gradient - each perfectly representing the unique mood and meaning.
Our design approach enables flexibility and creative freedom, or, in other words, enough room for play. Yet, we ensured that it is grounded in the consistent expression of the brand.