Humphreys Law

Humphreys Law is a London based advisory firm in the space where corporate finance meets the technology economy. Acid designed a new graphic language that is simple, yet remarkably flexible. The identity is based on two thin rectangular forms that divides whatever background it is placed on into a letter ‘H’. Since the majority of applications are going to be rectangular, these two minimalist shapes becomes an ultimate logo/visual language combination that is interesting, yet not repetitive. The ‘H’ can be formed on almost everything: from printed collateral - to digital presence of the brand - to physical objects such as interior design.