Heimar is an Icelandic, positive and memorable name that covers the brand's activities and future vision. A name that offers new opportunities and new goals. 

We chose a big name. A name that helps us grow and think further. A name that inspires us and expands us. 

Heimar (e. Worlds) can be different and complex. Dream worlds as well as real worlds, human worlds, underworlds and cloud worlds. Worlds can be entire galaxies and down to the smallest grain of sand. Different societies, ideas and cultures fit within them.

Heimar's logo is both modern and timeless and, above all, mobile for use in a modern media environment. A simple geometric logo with multiple references to the company's diverse activities. 

Our logo stands strong on its own, but should also be able to stand proudly with our brands. Thus, we can increase the visibility of Heimar and build awareness of the brand. 

We want Heimar to be a prominent brand. Memorable and not afraid of the spotlight. 

For Heimar’s colour palette, we drew on the Icelandic environment, Icelandic light, the world of contrasts, the world of light and shadow. The dark colour as a solid base refers to the short winter days and the blue night sky, while the bright colours refer to the endless light of summer. 

Our font is called Geograph and is a stylish sans serif font in six weights. The font is clear and legible, but with decisive corners and edges that harmonise well with the entire appearance of Heimar.

The basis for Heimar's look is rooted in the brand. The sign is drawn with vertical and horizontal lines broken up by 45° diagonal lines. The look uses this grid, all of which are drawn based on the label. In this way, a kind of cityscape is created that is reminiscent of the streets, coloured houses and roofs of Icelandic architecture. We can implement the look according to what is relevant in each case and it is easy to simplify or break it up by reducing or adding colours and shapes. 

Heimar's style of photography is characterised by clean shapes and strong lines, the play of light and shadow. When taking photos of Heimar's properties, we look for image structures hidden in the architecture and surroundings of the properties and look less at the properties as a whole. 

Heimar's drawing style is based on simple geometric shapes from the brand's world of shapes and forms. Shapes with straight lines and 45° degree angles are used to draw everything from simple icons to complex illustrations.