INDI Indentity (2013)

The Irish Nutrition and Dietetic Institute is the professional organisation for dietitians in Ireland. We were approached to create a contemporary identity for them that reflects their brand values; a confident metaphor that represents the evolving role and direction of INDI.

We selected the hummingbird as a motif to represent the organisation. Hummingbirds have high metabolism and need to eat several times a day. Although the smallest bird in the world, they are very smart and proactive – a high proportion of their body weight is made up of flight muscle, and their wings beat about 70 times per second. The graphic origami-like interpretation of the bird creates a distinctive silhouette and allows for many interesting applications of the identity. This was combined with a vibrant colour palette and contemporary typography.