SJH MONOGRAM

  • Jochen Viegener

While working at the SJH Group, I re-designed the company’s monogram used for printed publications, digital, marketing and events. It was important to retain a level of familiarity and not to create an all new identity, but rather refine and improve the existing one. This meant to utilise the brand font Trajan Pro Semibold, as its use would continue throughout all brand collateral. For an asset used a lot in print it needed to be beautiful but also functional allowing for various processes such a litho press, foiling and work across different scales. To achieve this I created a simple but elevated monogram inspired by heritage brands and crests like SJH's original logo mark. To allow for print and foiling, I created negative spaces similar to ink traps used in typographic design. The logo mark is being used across many projects, most notably the Royal British Legion cook book cover, The Queen's Official Platinum Jubilee Pageant album as well as several marketing campaigns and events. Branding & identity | Strategy