HAZE’s brand identity is inspired by architectural elements from blueprints and building material (concrete and copper), to the transformation of geometry. Architectural elements play a big role in HAZE’s brand identity. Two tones of gray, representing concrete, and blue, representing blueprints, are essential to the HAZE color palette. We have come up with several distinct colors and textures for our brand identity.
Blueprint Concrete has been the main texture of HAZE’s brand identity. We aim to mimic the sophistication of architectural blueprints by manipulating concrete texture and our Pantone Strong Blue. HAZE Blueprint is developed in a similar spirit, but with more emphasis on transformation with shapes and lines. It has been widely applied on media such as our eyewear case, stationary set, and tote bag.
Logo Blueprint is developed from the logotype with sense of geometric transformation. The patterns are formed with basic polygons and lines that transform into a new combination of shapes and lines–just like HAZE’s eyewear design.
Brand Identity: Stationary Set, Eyewear Case, Tote Bag, Custom Display, and Retail Store Design (The Whole Brand Collection is launched in October 2017)