Gone is the old style 15th century influenced serif font and instead it’s replaced with a new cleaner sans serif look. So moving onto the new logo, well when I say ‘New’ - it still looks like the old one, but has been cleaned up and made more relevant.Ībove: The 'new' logo. Below - is it a propellor or watch hands? Something which works as an idea but as a result I feel that they looked weak - neither watch hands nor propellors.Ībove: Top a propellor. The font of the existing Bremont logo, when printed small (between 6 and 8pt) and especially when printed black on a light dial isn't as clear as perhaps it should be:Ībove: The lettering is readable but could it be better?įinally the propellors - I’m at a guess, the original logic of this design was to make the propellors look both like watch hands and aircraft parts. With the kerning, one of the biggest restrictions was the pairs of characters - you can’t help notice the larger space between the R and E - Something which once you notice, becomes a very prominent part of the design!Ībove: The space between the R and E is some what large!Īlso, thinking back to the 15th century venetian typefaces, these would have been originally designed as book fonts and would have been larger in size based on today’s 'text' sizes. Whilst the existing typeface feels luxurious there are some clear limitations: first being the kerning (space between letters) and secondly the clarity of the logo when printed at small sizes. With the existing Bremont logo, I’ve identified the letters used as another venetian influenced font called ‘Felix Tiling’, which unlike Bembo above was designed more as a ‘display’ face not one used to print the text for books.Ībove: Felix Tiling, a venetian typeface used on the older Bremont logo Advances in technology enabled small form books to be printed (The direct influence for books we read today) and popular typefaces such as Bembo (created in 1929) are influenced by venetian printing of this period.Ībove: Bembo is an example of a Venetian inspired typeface It feels English in style, however looking into the history of the typeface, places it in 15th century Venice.ĭuring the 15th century, Venice was a centre for trade and culture: as a result, it also became a focal point for printing and design. Like a lot of luxury brands, the existing logo was created using a serif typeface: Basically letters that have details on the end of the strokes. I found this intriguing because on the one hand I really loved the existing logo, however being a designer, I did see it’s limitations, especially when printed small and I gather that as they’d been using the logo for the past 4-5 years it was time for a refresh. Last year whilst on a visit to Bremont HQ, Giles English showed me designs for a revised Bremont logo which they were working on alongside the new website.Ībove: Top is the older logo, being phased out and below is the new 2012 logo.
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