FUTUR is a Hudson Valley, NY, startup born with the mission to catalyze, facilitate and strengthen the relationship of well-being between the planet and humanity through the creation of a sustainable, regenerative, modular and affordable housing system called HÔM – and its variable ZÔM.
FUTUR’s visual identity was created by Carme, from São Paulo, Brazil, with the challenge of integrating, in the same ecosystem, a warm, aspirational and humanized expression, with an informative, technical and functional communication but avoiding visual stereotypes with a futuristic and/or hyper technological aspect.
Ofform, from Displaay, was used with some customization to create FUTUR’s logo. It was chosen because its shapes evoke the combination of the straight and organic shapes of HÔM and ZÔM. The logo is composed of individual modules that create a stable and unique structure when joined together, precisely because they adopt an interdependent relationship, reinforcing the brand’s community attribute.
The color palette is an interpretation of some of the base materials of the houses (hemp, limestone, glass) and works as a welcoming and comforting element. Complementary to the colors, images of nature were incorporated as warming and humanizing agents of the visual universe.
Finally, as the supporting font, the classic and practical Neue Haas Grotesk – combined with a set of light and minimalist graphic forms (lines, domes, etc.) – was used as an agent of the technical expression of communication.