Ísima is a non-profit organization that celebrates woman artists and their work. Hey Studio created a unique identity for the group. According to the Hey website, “The name comes from the Spanish superlative suffix ‘-ísima,’ used to express a quality at its peak: orgullosísima, satisfechísima, admiradiísima, apoyadísma—very proud, very satisfied, very admired and very encouraged. More than a word, it is a declaration of intent.”
By repeating the “s” in the name and overlapping letterforms, the designers created a sense of energy and continuity that transforms the logo from a static item to a design that engages with its implied motion. That same overlap, which also reveals the system’s pink and green brand colors, is used on artists’ and event names. The designers even playfully attach the suffix “ísima” to other appellations, such as “founderísima.”
