“Lights, Huddly, Action!”
Established in 2013, Huddly is a technology company focusing on high-end video communication products. Based in Oslo, Norway, and Palo Alto, CA, the group’s first product will launch soon, an intelligent camera platform with collaborative capabilities. Named Huddly Go — after a sports team’s huddle — the tiny camera can latch on to a laptop or mount on a tripod, boasts a 4.6K sensor, and is powered by machine learning and computer vision — I’m really not sure what that means but I’m sure it beats the camera in my microwave that the government uses to spy on me. The identity for the company and its eponymous product have been designed by Oslo-based Heydays.
I recently did a rare client logo whose name had 8 characters and I did exactly what this logo is doing here which, obviously isn’t an original idea, but there is something so infinitely satisfying about rotating letters around a circle and their centers latch on to a rounded number divided from 360°. The client didn’t pick it, but it was still one of my favorites, so I am living vicariously through this tight little unit for Huddly, where each letter is positioned in 60° increments. Conceptually, it follows the shape of a camera lens, so it’s an easy sell. Again, far from original but the kind of simplicity you would want a client to let you get away with.
The logo can also reconfigure into multiple compositions, some more successful than others, but a nice possible metaphor for how different teams congregate.
I love how the packaging successfully uses two version of the logo in the same place and makes it work awesomely. It’s like a Huddly sandwich. The gloss varnish effect repeats on the body of the camera itself and also looks quite lovely. The one questionable decision is the “HU [break] DDLY” on the front of the camera… something odd about the left justification all of a sudden, where everything else is centered. Still, the camera is cute enough to sustain it.
Unfortunately there is no demo of the UI — or not one that I could find — because its simplicity looks very intriguing and elegant (and mimics the shape of the camera). Overall, this doesn’t break any molds or pushes the envelope of what an artisanal gadget* looks like but it’s perfectly crafted and beautifully presented.
* The Kickstarter-y kind, not made by a giant corporation, on the expensive side, obsessed with details and craft, solving a very specific need or limitation from other products on the market. Examples: Mevo, Nest, Beats (before it was made by a giant corporation).