ZERO HOUR & Co.

We recently straightened out a few things. After several months of consideration, the result is an abridged solution for the new ZHC identity. In a way, applying the use of the acronym "ZHC" epitomizes our attraction toward efficiency and simplicity.

The name

For us, ZHC is short for ZERO HOUR* & CO. While Zero Hour* is a term based on the notion of time and timeliness, it is not limited to this interpretation.

The acronym “ZHC” stands for a shortwave transmission that queries how are your receiving conditions? Befittingly our disciplines are centered on communication and clarity.

The logotype

After trialing various type and letterforms we realised the typeface we were already tasking with the finer details on company collateral was doing so well it was ready for a promotion. Gotham Rounded creators, Hoefler and Frere-Jones, describe the typeface as a technical letter that goes from "friendly to high-tech to cheeky with ease". If you’ve spent any time in our midst you’ll agree this is an uncannily accurate description of the ZHC HQ attitude — if we do say so ourselves.

* The term Zero Hour means to foresee a time when a vital decision or decisive change must be made, and at fixed time to act upon this decision with conviction. We take our timeliness and processes seriously but structure our approach around good times and great hits.