SJH MONOGRAM
St James's House is a leading publishing, communications and events company that supports a range of public, private and third-sector organisations creating unique luxury coffee-table books.
CHALLENGE
While working at the SJH Group, the company’s monogram used for printed publications, digital, marketing and events needed to be re-designed with a fresh approach. One of the key aspects was to retain a level of familiarity, not to create an all new identity. The concept must rather refine and improve the existing logo with a more functional approach.
GOALS
Create new, more functional monogram, which works across different types of print and scale applications, and digital.
Keep original branding, but only develop monogram.
STRATEGY & CONCEPT
To achieve the soft monogram refresh, I utilised the original brand and logo font Trajan Pro Semibold as its use would continue throughout brand assets and still be used on the heritage logo.
It’s important to strike the right balance between elegant and impactful as well as retaining functionality.
