Chassis and Steering wanted a contemporary logo to bring the company up to date and remain relevant. The logo needed to be solid and reliable while clean and professional. Retaining the client's character that can sometimes be lost in a minimalist corporate logo was also largely important.

The solution was to be a simple but meticulously crafted typographic word mark. Since the logo needed to be very contemporary it seemed common sense to use a sans serif, as appose to a serif font. But the problem with a typical sans serif font is that it is difficult to express a lot of character and history. The solution to this was to take a serif font and re-design it as a sans serif.

Existing font - Abode Jenson Pro [bold] was chosen as a base to develop the new sans serif.

The a is a good example detailing how the font was developed from a serif to a sans serif. It is the most calligraphic letter in the set and the furtherest away from a modern sans serif such as Frutiger, Helvetica, or Univers.

What you can see is the way it retains the trustworthy, traditional characteristics of Jenson's a but plays off of Frutiger's proportions to create a more contemporary typographic form.

Below: The near final logo design after much fine tuning. The origonal, traditional serif family will be used withen collateral (buisness cards, letter heads etc.) to help establish the solid, dependable traits of Chassis and Steering.