Client
Harman DTS
Role
Lead Brand Designer, Creative Director
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Led the creative direction and development of the visual identity for Harman DTS. This included designing the logo, establishing the core visual language - colour palette, typography, and design system, and shaping the brand’s tone and expression. I also defined the overarching creative direction for the website and brand collateral, ensuring alignment with Harman DTS’s positioning as a technology-forward, human-centric brand.
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Harman DTS was embracing a new narrative called "Life-Ware" and needed a visual identity to match. The goal was to craft a design system that would visually represent the idea of seamlessly merging human experiences with advanced technology. The challenge was to translate this vision into a visual identity that felt modern, sophisticated, and forward-thinking, while still maintaining the brand’s essence. The solution needed to communicate the interconnectedness of their offerings and manifest the idea of holistic, complete experiences.
The Fabric Design System for Harman DTS weaves human and technological elements into a cohesive visual identity, symbolising the convergence of people, hardware, and software in their Life-Ware narrative.
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The new brand identity established a cohesive visual language that unified Harman DTS’s presence across digital and physical platforms. It helped articulate the brand’s focus on cutting-edge technology and human-centred design, and served as a foundation for future brand assets, ensuring consistency and clarity across all touchpoints.
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Our approach was rooted in the concept of the Fabric Design System, drawing inspiration from how threads interlace to form a fabric. Similarly, we designed a visual system that connects various elements—software, hardware, and people—symbolised by distinct shapes. The circle represents software, fluid and adaptable. The stadium represents people, dynamic and central to every experience. The rounded square stands for hardware, the solid foundation that powers it all. These shapes come together in collages and patterns that visually articulate the Life-Ware narrative, reinforcing Harman’s commitment to delivering seamless, interconnected experiences.
The Life-Ware logo symbolises Harman's belief that technology is meaningful only when it enhances human lives. The sleek, modern typeset reflects Harman's cutting-edge innovations, while the elevated 'i' stands as a visual representation of people, showcasing how Life-Ware lifts and empowers individuals through technology.
The patterns are at the heart of Harman's new visual identity. Crafted from the three symbolic shapes—circle, stadium, and rounded square—the patterns visually represent how different elements come together to create holistic experiences. The interplay of these shapes reflects the fabric concept, where each thread (element) holds importance, but only when woven together does it form a meaningful whole. This dynamic collage creates a visual rhythm that mirrors Harman's vision of seamless integration—whether it's human touchpoints or cutting-edge technology. The patterns evoke movement, progression, and unity, aligning with the essence of Life-Ware.
Harman’s colour palette radiates confidence, credibility, and the spirit of innovation. The main colours evoke trust, clarity, and the brand’s commitment to reliable, user-friendly technology, while the secondary colours introduce a playful balance. This vibrant mix of hues reflects creativity, adaptability, and a human connection, reinforcing Harman’s forward-thinking and user-centred approach.
