Tag Archives: Logos

Dalton Maag Help Michel Concentrate on New Logo

Dalton Maag have recently refreshed the logotype of Swiss fruit juice giant, Michel, building upon its previous much-loved and established script logotype. As part of the rework, the designers at Dalton Maag made the necessary refinements to the original whilst also preserving the heritage of the mark.

Michel original packaging

This historical Michel poster inspired the refinements

It was essential that the design retained the unique character of the original, but also moved it forward typographically. A script can infuse a logo with a freshness and vitality that type can often struggle to match, so approaching the brief from a lettering perspective was key to maintaining its spontaneity.

Michel in dev

Drawing in progress

We looked at harmonising the contrast in keeping with the angle of slant, which helped to create a fluid and pleasing rhythm across the letterforms. Connecting strokes were slightly thinned to sharpen the overall appearance, and hairlines have been made consistent in weight. The x-height and overshoot were also tempered to prevent individual characters from jumping above and below the baseline. Removing the bluntness of the original, the terminal of the c has been shaped appropriately for this kind of brush-inspired style and the shoulder of the h has also been contracted to avoid unnecessary white space. Additionally, The distinctive splayed M, which sets the tone of the mark, has been given subtle definition where the strokes meet to avoid blackness when reproduced at small sizes.

Michel Original-01

Current Michel logo

Michel New-01

New logo refined by Dalton Maag

The new design feels cleaner and more balanced without losing its hand drawn charm, and places the Michel brand in a strong position for the future.

Stuart Brown

Refined Wordmark Created for Medal Manufacturer Huguenin


Huguenin wanted a new wordmark for their business.

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”.


The new logo is an expression of craftsmanship and elegance.

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.


Dalton Maag provided Huguenin with several variations of their serifed wordmark to choose from.

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.


The logo works well typographically alongside the new visual expression of the brand.


The wordmark complements the brand imagery without detracting from it.