Expression Funerals
Kiwi Twist on Timeless
New Zealand Beauty
Kiwi Twist on Timeless
New Zealand Beauty
A new logo for a new goal
An Auckland funeral home has pitched itself towards the lower end of the market for almost a decade. Highly successful in this space, they’d now like to target the higher end of their market. The company realises that their established brand doesn’t speak to the enquiries that are seeking a more complete funeral experience. So they’ve tasked Hart Design to create a new logo design for an entirely new brand. The goal is to craft a service that resonates with those who want more than a no-frills send-off for their loved one.
Expression and Healing
The tradition of holding funerals goes beyond mere custom; it plays a vital role in our emotional journey through grief. Academic research underscores the importance of funerals in helping us gradually accept loss and reconnect with the rhythm of life. These ceremonies serve as a pivotal milestone, offering a structured way to acknowledge and express our feelings of sorrow and remembrance.
Funerals vary greatly in their form and expression, reflecting the uniqueness of each individual and their family. Whether it’s a serene gathering at home, a large community event, or a more unconventional farewell like a burial at sea, each type of service provides a meaningful way to honour and remember the departed. Our creative team encapsulates this diversity and significance with a single term: expression. This word embodies the essence of funerals – they are not just rituals but powerful expressions of love, life, and legacy.
Symbolism and Style in Logo Design
In crafting the logo for Expression Funerals, we first ensured the name’s uniqueness and domain availability to avoid conflicts with existing brands. Guided by the theme of “written expression,” our design combines a feather symbolizing a quill, reflecting both heartfelt expression and the spiritual journey of the deceased. This element also subtly hints at the tenderness a Funeral Director offers to grieving families.
The selection of the right font was crucial, balancing thematic relevance with functionality across various formats, including digital, print, and embroidery. Our extensive trials led to a font that not only complements the logo’s imagery but also maintains clarity and elegance in every application, capturing the solemnity and dignity essential to funeral services.
Colouring Expression
When designing the logo for Expression Funerals, we carefully considered the impact of colour, considering three critical factors: achieving a premium look and feel, standing apart from industry standards, and furthering the development of our design theme. Our approach was not just about selecting colours but about weaving a narrative that aligns with the dignity and unique character of the service.
Inspired by New Zealand’s native Tui bird, we chose a palette that combines teal, royal blue, and black. These colours are more than just visually appealing; they carry symbolic weight. Teal, with its soothing and tranquil properties, represents serenity and depth, which is fitting for the funeral context. Royal blue adds an element of dignity and calmness, resonating with the solemn atmosphere of remembrance. Black, traditionally associated with mourning, brings a classic and respectful touch to the design. Together, these colours breathe life into the logo, making it not only distinct and premium in appearance but also deeply connected to New Zealand’s cultural and natural heritage. This thoughtful use of colour not only sets Expression Funerals apart in its industry but also encapsulates the essence of expressive and respectful remembrance.
Thank you very much, we really like it! The colours and the style are so fresh, it’s just what we need to stand apart in this very traditional industry.
Oliver Davey, Senior Funeral Director
For a Logo That Speaks Volumes
At Hart Design, we thrive on the challenge of creating logos that are not only unique but also resonate deeply with your business objectives and audience values. Our approach is to blend modern aesthetics with a keen understanding of your brand’s ethos, ensuring your logo makes a lasting impression.