HEMA Alliance

Corporate Identity for Pedro Panetto

HEMA Alliance is a brand that seeks to embrace all practitioners of this sport in the world. All its symbolism seeks to express the sense of unity and diversity of the community. HEMA is an acronym for Historical European Martial Arts, because of this the different swords in its symbol. This brand has 160 variations, which allows each practitioner to fit the one he most identifies with.

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HEMA Alliance by Pedro Panetto

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Corporate Identity by Pedro Panetto

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Pedro Panetto HEMA Alliance

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Pedro Panetto Corporate Identity

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Pedro PanettoBrand Logo

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HEMA Alliance Corporate Identity Press Releases

Explore press materials for HEMA Alliance, available in languages such as English.

HEMA Alliance Corporate Identity Media Articles

Utilize our prepared articles to feature HEMA Alliance, available in the languages: Hindi, Portuguese, Turkish, Arabic (Standard), German, French, Indonesian, Korean, Japanese, Russian, Italian, Dutch, Chinese (Mandarin), Spanish and English.

Unique Properties

A brand with 160 variations. The HEMA Alliance is an US association that provides support for the practitioners of Historical European Martial Arts (HEMA) and acts as an international meeting point for the community. The brand has a global reach; the 160 variations represent the diversity of the community and enable each practitioner choosing the symbol that best suits their preferences. The project connects with the historical heritage of the martial arts, it revives traditions.

Tags

Golden Ratio, Logo, Brand, HEMA, Sport, Martial Arts, History

Production Technology

The production of this Project was very complex, the biggest challenge was related to proportions.Every sword and weapon design needed to follow exact ratios of real historical models. The symbol varied 40 times, and each individual symbol has 4 visual arrangements, totalizing 160 variations. A complex diagram was developed for the project, in accordance with the Golden Ratio, so the consistence in and between all variations could be measured and achieved.

Design Challenge

The main challenge was offering a symbol representing a great number of historical weapons. For each individual practitioner, its training weapon is the best in their eyes. To please such a large and passionate community was the main creative and research challenge. The challenge was overcome by a variable symbol, so all practitioners felt represented. As a result of this new, all-embracing representation, the association quickly increased its membership after the launch of the new brand.

Operation Flow

Each HEMA practitioner can choose the symbol variation that best suits their training style and sword preference, then embroider on their fencing jacket. The flexibility of this brand is big but still keeps the identity so each and every variation can be clearly identified as the HEMA Alliance symbol.

Research

It was necessary to convey a historical aspect to a martial-looking symbol. The research led to the blending of historical context to the tactical aspect of the current martial arts. The brand should be attractive, strong and at the same time convey the revival of a tradition. This blending was the guideline of the complete research process and design.

Inspiration

The Historical European Martial Arts are deeply connected to their heritage and have strong cultural bonds. The research comprised concepts from the medieval European culture, passing though the Renaissance and reaching as far as the Victorian era. Proportions of several historical sword models were investigated during this process. Within the HEMA context, it was investigated what kind of symbol could embrace every practitioner from this really diverse community.

Project Overview

HEMA Alliance Corporate Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Image Credits

For design images and photos please credit Pedro Panetto.

Bronze Recognition

Pedro Panetto was recognized with the coveted Bronze A' Design Award in 2020, a testament to excellence of their work HEMA Alliance Corporate Identity.

Pedro Panetto Press Releases

We provide a series of press releases on Pedro Panetto that journalists and press members can freely incorporate into their narratives. Instantly access 4 press releases, available exclusively for journalists.

HEMA Alliance: Uniting Historical European Martial Arts

The HEMA Alliance, designed by Pedro Panetto, embraces the diverse community of Historical European Martial Arts practitioners with 160 unique variations, reviving traditions and fostering unity.

Pedro Panetto Newsroom

Visit Pedro Panetto Newsroom for an inside look at exceptional design and award-winning projects.