HAL Identity

HAL Identity

The HAL identity is a homage to a folder design Paul Rand created for IBM in 1973. As the company name is derived from the initials IBM by a simple one letter shift and the firm deals in second hand computers, a second hand logotype seemed an appropriate play on the company’s business approach.

Client information


Hardware Associates Limited (HAL) specialises in buying, selling and servicing second hand computers. The company name was inspired by the fictional HAL computer in the novel and film "2001 A Space Odyssey". Rumour has it that the three initals were derived by a one letter shift from the name IBM.