Visual identity for the Heavyweight Existential Club
2023
HEC draws inspiration from the philosophy of existentialism and absurdism. A great inspiration for the direction of the club is also the philosophy of Nietzsche, who, as is known, “philosophies with a hammer”.
The posters feature black and white photographs depicting a tired white-collar hero of our time. On one of the posters is a hammer itself. With expressive slogans, they speak to those who are tired of routine life in a post-capitalist consumer society.
The eye in the logo symbolises knowledge and vision. The hammer is depicted indirectly, through its effect on the Eye, its deformation and the reshaping of the original one.
