INDI Indentity (2013)

Designed by Paula McEntee and Sean Connolly at Red Dog


The Irish Nutrition and Dietetic Institute is the professional organisation for dietitians in Ireland. We were approached to create a contemporary identity for them that reflects their brand values; a confident metaphor that represents the evolving role and direction of INDI.

We selected the hummingbird as a motif to represent the organisation. Hummingbirds have high metabolism and need to eat several times a day. Although the smallest bird in the world, they are very smart and proactive – a high proportion of their body weight is made up of flight muscle, and their wings beat about 70 times per second. The graphic origami-like interpretation of the bird creates a distinctive silhouette and allows for many interesting applications of the identity. This was combined with a vibrant colour palette and contemporary typography.