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Font in use for the logo: Neue Haas Unica by Toshi Omagari.
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Slogan
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Alternative design
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Door signage
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Business card. The logo can be used with or without a frame, depending on context and surroundings. When applied in a setting that naturally creates a visual frame—such as the business card—the frame is not necessary. In larger, more open applications like door signage, the frame helps position the logo within the space.
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Process
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More process
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Logo on tape machine
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Conceptual idea behind the logo
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Goals | Challenges | Solutions | Learnings
It took quite a long time and required many sketches and iterations to arrive at the final logo. Sometimes this kind of process is necessary, but I have also learned to work more efficiently and purposefully since then (project is from 2023). The business card reminded me of the existence of the simultaneous contrast—an optical effect in which colours are influenced by their surroundings. This can be seen in the business card: on the back, the beige appears slightly darker when surrounded by white than on the front with the black logo. The colour therefore needs to be subtly adjusted to counteract this visual illusion. Of course, this is hardly noticeable in practice, as the front and back are rarely viewed or compared side by side. Still, it is an interesting detail worth considering.
Simultaneous contrast in action: the grey appears darker when surrounded by white.
© MW 2026 | Made with ❤ in Webflow
“Typography has one plain duty before it and that is to convey information. No argument or consideration can absolve typography from its duty.”
Emil Ruder