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Rather than reinvent the current wordmark completely, we chose to enhance existing letterforms to create a stronger, more recognizable logo. To give the wordmark a "Premium" feel we increased the font weight and customized several of the characters all of which contribute to enhancing the overall message. The original letter “S” was lacking in strength so we modified its ends with two parallel angled cuts to give it a more prestigious and precise presence with a forward-looking personality. The angled cuts in "T" and "G" unite all letterforms in a balanced and precise way and the customized "shark fin" curve on the apex of "A" and leg of "R" is what transforms it from stock typography to a feeling of distinguished professionalism.
Client: Smart & Biggar
Agency: Cubicle Fugitive
Designer: William Mauricio
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