A FLUID FUTURE
HER's logo was designed as a symbol of the future being unapologetically fluid. It takes the standard orientation of the center letter, ‘E’, and makes it a symbol of fluidity and expanding possibility; It asks you to look twice because things are not as they might first appear to be. It's retained in a red, PSA-like badge so that it always speaks as loudly as possible and never becomes shy or apologetic in nature.
Portrait photography of real users
The brand’s signature photography is portraiture that employs a rainbow of seamless backgrounds, so when combined they create a spectrum effect of both color and identity. The casting was of real members of the community, no models.