This logo was designed to communicate a sense of established tradition, expertise and elegance – characteristics which the client outlined as most important in the brief. Early in the development, we ruled out the use of pictorial elements in favour of a simple typographic solution.
The logotype's silhouette has a sturdy rectangular shape denoting stability and reliability. The use of the sans serif small caps typeface with the enlarged first and last letters gives an early 20th century commercial period flavour. The script typeface for the tagline conveys the feeling of tradition and luxury.