The creative director, Oliver Kraff, asked me to design a custom logo which could match the attributes of the brand, but also the functional requirements. My first approach was to learn more about the product and the technical limitations and offer solutions based on this briefing:
Hype, moderate, modern, classy, mature (neutral & mysterious)
· The logo will be UVI printed in the front and engraved on the watch back.
· Upper case letters to work letter spaced and generous in proportions, to give a contemporary approach.
· Readable on small sizes: Not too bold, slightly condensed to enlarge the body size as much as possible.
Maximum width: 25 mm in the watch back and 7,5 -8 mm in the front
My proposal consisted of proposing a geometric sans serif distinctive typeface, a little bit more uncommon, simple, but very well designed, very readable, modern and sophisticate.
Here you can see a bit of the process. And how it looks applied on those fabulous watches and in their corporative website.