For the Zurich based watchmaker, Maurice de Mauriac, we designed a new logotype based on an already existing serifed Logo. The new logo should fit the young and innovative company and be a perfect match with their most reduced watch, the “L-Serie”. In a first step, serifs have been removed, the global height and the proportions of the letters have been revised. The pronounced width of the letters, the large counter shapes as well as the generous spacing contribute to a timeless look. The logotype has of course been optimized for very small use as on watch faces.

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