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.
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