Brand identity for a bespoke software development company..


Haretec had no visual identity, just a name. They needed something that would give them weight alongside more established competitors and communicate their values.


I asked what the most important message a user should be taking away from interacting with the brand. The answer was ‘speed’. In addition to the logomark resembling a hare, I wanted to use it as a feature to reinforce this idea of speed, from animating it to the shape itself used in a close crop to resemble a race track.

The line animation ensures the technical side of the business comes across too.


The name Haretec doesn’t immediately tell the user what the company does, outside of something to do with technology. I wanted to give Haretec a bold, snappy tagline that can communicate this directly and succinctly.