Most of those proposed logos had some sort of reference to BackHug’s robotic fingers. They are the main feature of the BackHug after all – they literally press the centre of your back to alleviate tension.
But we don’t know what technologies BackHug may use in the future to offer the most effective therapeutic treatment, and so we didn’t want to limit ourselves. After looooooong and careful consideration we decided on our new logo. This was the best option to stand the test of time, because although it does represent “Press to release stress,” it does so without needing to show the robotic fingers.
Can you see how the “legs” of the letter “K” push over the letter stem (the main vertical stroke of a letter)? And how the “crossbar” of the letter “H” pushes upwards? What about that “B”, where the stem completely disappears to give priority to the curves that push to the right? I know you will notice this all the time now! ?
I have to come clean with you… I had to swallow a little pride at this stage because, although I put time and effort into all of those logos, my favourite option was another one (no chance I am going to tell you which one ?). But in the end, after close discussion with the “head of our family” and inventor of BackHug, we resolved on an option that would express BackHug in a way that would stand the test of time.
We started appreciating the new logo even more when we put together our visual brand guidelines. We saw how it worked perfectly in combo with our sloth mascot – it’s like combining “sweet and sour” for a recipe, the perfect mix.
Now we have bold lettering, combined with an energetic colour palette, and a super friendly sloth icon. Because that’s what we are here in “House BackHug”, we make some serious stuff that improves life and back health, and at the same time, we are also fun, approachable and friendly.
Next time you’re passing by, you are more than welcome to come and see our brand new house, and feel free to give us some comments, we are always happy to listen to a friend ? – but don’t make fun of the carpet!