Recently we sat down with Simon Milek, an independent horologist. He came to us in need of branding. The first thing we did was ask him a couple of questions so that we could get a feel for the kind of design he was after. If you are unsure of questions to ask your client then read our article on it here.
The initial step with any client is research. It is so tempting to dive straight into designing but without listening to your clients like and dislike this can be pointless. From speaking to Simon and looking through his social media we established that he was more into the a timeless kind of design rather than something with a modern edge.
He wanted branding which would wow his clients and show he means business. We were really excited to dive into gathering inspiration.
One of the initial themes which we started playing around with was victorian typefaces (see above) we thought that this style would really fit in well with a watchmaker and stand out. It also looks sleek and professional when executed in the right way. We started to make some initial sketches to send over to Simon.
Initially we wanted to have a hand drawn type feel for this logo so we began to draw over our initial drawings so that our drawing would go from pencil to digital.
We thought that maybe having all the text hand drawn might be a bit too much and cause trouble when printing it small. We then looked into how we could keep the hand drawn style.We decided to start researching into ampersands and how we could keep that as the handwritten element along with computer generated typefaces.
The team spoke to Simon who let us know some of the other watch companies which he likes the branding of. He mentioned Breguet, Patek Phillipe and IWC so we took a step back and began to research into them. He mentioned that these are the kind of watcher which he services and repairs.
We decided to move away from the victorian theme and have it looking more timeless and classic like these but we still wanted the ampersand to have a script look.
We sent over these initial designs to Simon to see which ones were working for him. He chose the top two. We now had to refine the idea and getting it looking more polished.
The team wanted a more contained feeling for the logo. We came up with these concepts, which Simon loved.
Simon loved the bottom two, which we then took to develop his business cards and NCR pads, we’re really pleased with them!
We headed over to Simon’s workshop in Manchester to deliver his cards, he kindly gave us a few copies of his old one… can you tell the difference?
Head over to the Milek & Co instagram here!