Hal is a Melbourne-based boutique for designer eyewear. Glyphic has redesigned Hal’s identity for a more modern and sophisticated look.

Hal’s old mark had a coastal aesthetic and the photography used was in a similar vein, showing beautiful beaches but no eyeglasses.

We worked to avoid the current logo trend in the fashion world of using an overly simple wordmark set in a nondescript geometric sans serif. Instead we opted for geometry in the symbol and the name set in a modulated sans serif. The result is modern and distinct.

Hal sources their frames from well known designers. The circle and square of the glasses glyph echo a maker-designer aesthetic of possibility. The photography, often backlit silhouettes of people engaged in intellectual pursuits is a future-safe tactic allowing for flexibility as frame designs evolve.