A new monogram for G&S Vastgoed
At the end of 2022, Retype got a call from the brand consultancy The Stone Twins, with whom we had successfully collaborated in the past. Declan and Garech had exciting news: they had been tapped to revamp the corporate image of G&S Vastgoed, one of the leading real estate developers in the Netherlands.
Central to the brand refresh was the design of a new monogram based on classical and humanist letterforms—which is where Retype came in. Said monogram should have unique attributes and not be based on existing fonts. It should also affirm the concepts of connection and collaboration, as well as connote a sense of permanence and stability.
As a starting point, The Stone Twins sent us some digital sketches with the basic idea for the monogram as they envisioned it. Because the monogram’s letters needed to integrate with one another in a fluid, natural way, we began exploring a series of variations with a calligraphy reed pen.
After that, we moved on to draw several sketches and digital models inspired by Renaissance capitals – but with different stylistic and formal treatments, some more contemporary and others more conservative. Once we arrived at a final design, we continued to polish and refine it until its forms (and counterforms) were graceful and approved by The Stone Twins and their client.
We feel extraordinarily gratified that G&S Vastgoed now has an attractive, solid, and comprehensive corporate image. Its online presence has substantially improved and its brand has been greatly enhanced. This work gives us no end of pleasure – we look forward to doing more of it in the future!
Comments
Thank you for the fine craftsmanship which imbues the logo with humanistic attributes and a graceful harmony. XX
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