Tagline as pride and identity

Summary

The tagline-introduction page: a tall lifestyle photograph of a person in a white motorcycle helmet and a "curiosity applied" t-shirt, with the hcma logo used as a knockout window revealing a desert road and sky behind.

Visual description

Cream left column (about 18%) with "2.2 Tagline" top-left, a short justified paragraph about the tagline being a point of pride for hcma'ers, the nav index ("Tagline" bold-arrowed) and the half-disc avatar. The right 82% is a warm full-height photo set on a muted olive-tan field: a young person stands centred wearing a glossy white full-face helmet and a black tee printed "curiosity applied", tattooed arms visible. The hcma logomark is overlaid large and used as a mask, its letterform shapes cut out to reveal a separate image of a blue-sky desert highway behind the figure, so the mark frames the scene. The footer hairline carries "© 2022 hcma.ca", "hcma brand guidelines", and "Version 01".

Key takeaway

Using the logo itself as a photographic knockout window, so the mark frames a second image rather than sitting on top of one. Combined with branded apparel in the shot, it ties the tagline to real people and culture instead of a typographic lockup.

Reuse notes

A strong opener for a tagline or culture section, and a reusable "logo as image mask" technique whenever a mark has enough enclosed area to reveal a picture. Needs a striking photo behind and a logo with usable negative space. Pairs well with the typographic tagline pages that follow.