Finding the Seegert mark

2019: Logo, Naming

The current branding for Seegert & Seegert doesn’t seem to fit the character of the people at the helm of the company. As we look to develop a more characterful brand identity, it’s understood a logo for a financial establishment shouldn’t be ‘jokey’, but that it can still have a light-heartedness to it, reflecting the characters of the owners.

‘Seegert’ is a pretty shape-ful name. Having begun a simple investigation into the name by doodling it numerous times, it was pretty easy to see a really clear little bounce that ran right the way through, from the ‘S’ to the ‘r’, bobbling across the tops of the main chunk of lettering. By decreasing the kerning of the letters you can really see how that’s heightened and becomes playful and useable as a key tool in a simple brand mark.