Hunter is a search engine that literally hunt words. The name had already been set by the team of developers and then I created the brand in the Institute Stela's Design Center, in October 2008.

The Concept

By using an search application, you can see an analogy with the behavior of the user with a hunter, as someone who is looking for something. The commitment of the user in performing a task, the attention in perception, the rapid view of the whole scene in the search scenario for the best choice and focus on the research 's goal is very similar to the hunter that uses the maximum concentration to interpret the environment and choose the best tactics to attack the prey.

However, the figure of the hunter may have a negative connotation, which is the idea of death. Thus, the choice of the elements that were aggregated to the brand was apart from the direct reference to death, like weapons or prey icons, as stuffed animal's head or rugs of fur.

The Typography

The typography has the letters attached to each other to represent not so obliviously, a common fact which happens after a hunt, where the hunters tie the prey to each other, linking them with ropes and tying them in a single apparel for transport.

The letters' drawing in the logo is based on the font Bell MT Regular, but it is evident the change in style.

Variations

The initial idea had a drawn character, more cartoon like, but we decided to use a less detailed variation in high contrast. Below are changes made before reaching the final version:

Applications

The first presentation I made also an example of a site, to show how the mark would be in a layout:

And a institutional flyer:

It is worth noting that at the time that I presented the brand, the color tended to beige, not the green.

Brand Manual

The brand manual is also available, you can download it here.