Huguenin are manufacturers of high quality medals and other minted metalwork items. Based in Switzerland, in the heart of the watch making region, they have been in business since 1868.
They recently found that a number of new competitors had entered their market and Huguenin had not been able to create a clear market position to differentiate itself from the new competitors. Andreas Roth of gyselroth created a new brand that emphasised the craftsmanship of creating bespoke metal items. They repositioned Huguenin as a brand leader in a high end market around the claim “Sentiments sculptés en Métaux précieux” – “feelings carved in precious metals”.
To do this, they needed a typographic logo that embodied luxury and quality. Dalton Maag worked with gyselroth and Huguenin to find the best typographic expression of the values that Huguenin needed to express with their new brand. The old sans serif logo suggested modernism and mass production, so it was clear that the new wordmark had to be totally different.
The new lettering had to reflect both the history of the company and the refined, high-class products being created. We designed an elegant serif font that embodied the artisan nature of Huguenin’s work and also had enough character to be the backbone of the company logo. We refined the letters so that the serifs were slightly softened, and fitted the new look of the identity to perfection.
The wordmark that we created is bold enough to carry the Huguenin brand, but sufficiently understated that it doesn’t detract from the images used alongside it. It is a reflection of the ideas behind the company’s new position in their market and fits superbly with the tone of the publicity it supports.
Following the successful deployment of the new identity, gyselroth won a Rebrand 100 Award for their work on the identity, and was a finalist for the World Luxury Awards in the Branding and Visual category.