Hor­ta’s Iron is a Por­tuguese start­up with roots in the ci­ty of Hor­ta which of­fers pro­tec­tive equip­ment for ex­treme sports. The com­pa­ny places em­pha­sis on the pro­tec­tive prop­er­ties of it gear, some­times even at the ex­pense of con­ve­nience.

The chal­lenge is to de­vel­op a so­lu­tion that con­veys the com­pa­ny’s main fo­cus on pro­tec­tion. Ad­di­tion­al­ly, the so­lu­tion must be well in­te­grat­ed in­to prod­uct and pack­ag­ing.


The shield sym­bol, as the ba­sis of the so­lu­tion, was cho­sen for three rea­sons: the com­pa­ny’s fo­cus on the pro­tec­tive prop­er­ties of it equip­ment; the cul­tu­r­al con­text of the ci­ty (a shield is de­pict­ed on Hor­ta’s flag and coat of arms), and the op­por­tu­ni­ty to seam­less­ly in­te­grate the ab­bre­vi­a­tion of the com­pa­ny’s name.

A shield as a weapon, rather than as a sym­bol, has its draw­backs – it re­duces the mo­bil­i­ty of the shield bear­er. This para­dox is the key fea­ture of the com­pa­ny’s equip­ment achieves the high­est lev­el of se­cu­ri­ty at the cost of con­ve­nience. This is the price paid for pro­tec­tion.

The sym­bol is sym­met­ri­cal and pro­vides an im­pres­sion of vi­su­al weight. It was im­por­tant that the so­lu­tion could be nat­u­ral­ly in­te­grat­ed in­to both equip­ment and pack­ag­ing. The strength of the im­age and it as­so­ci­a­tions are em­pha­sized by cover­ing the shield with metal­lic col­or.


Horta's Iron




February 2020


2 Month


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