Harmonic launched as a marketing firm offering advertising services and a software platform to automate the distribution of digital communications. Digital technologies require the collaboration of engineers, analysts and managers—three groups that have problems communicating with each other. The target audience—senior marketing management—was feeling these tensions acutely.


The solution was to focus on “harmony,” a high-level concept desirable in all team environments. The logo demonstrates that all the letters in the word are of equal value and works with the humorous, illustrated caricatures. The strong red color, the elegant paper stock and the classic, balanced type treatment, altogether creating a substantial presence.


The Harmonic identity system won an AIGA 365 Design Award.