Custom type and logotype design for GREYHOURS
GREYHOURS is a new European luxury watch brand. In their own words: “It’s the result of a meeting of young entrepreneurs with a dream: the perfect watch, financially accessible to all and not just to a chosen few. Their ambition? Create a surprising watch brand, both classic and trendy, while taking advantage of exclusive materials commonly used for the manufacture of exceptional high-end timepieces”. Perfection and commitment to quality are key factors in the GREYHOURS atelier.
The creative director asked me to design a custom logo that would match the attributes of the brand but also meet 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: Open counters, slightly condensed to enlarge the body size as much as possible.
· It will work along with the customization done by illustrators and artists with uncluttered illustrations that will also match to the watch design.
Maximum width: 25 mm in the watch back and 7,5 -8 mm in the front
My proposal consisted of a geometric sans serif distinctive typeface, a little bit uncommon, simple, but very well designed, very readable, modern and sophisticated. Here you can see part of the process.
This is how it looks applied on the fabulous watches and on the website (as seen in an iPad).