Logo Redesign - San Martin
Quick logo redesign exercise for San Martin - a watch microbrand that specializes in homage sport watches.
Far as I could gather the original brand name doesn’t appear to be traced to any history of the company. My guess is that like many of these Chinese manufacturers, it’s likely they selected something that was both available and inoffensive. If you know more about the name, please chime in!
To begin, I wanted to tie this name to something - or at least, identify something that could start informing/driving the redesign. The most well-known/famous San Martin according to the interwebs was Jose Francisco de San Martin, a figure who lead the liberations of Argentina, Chile and Peru from Spain. Cool - not that there is much of a connection to watches here but it’s a building block. After researching him a further I came across a story on his saber - considered one of the famous blades in history. Very cool. From here, I decided to adopt his saber as the inspiration behind the logo and the rest, as they say, is history.
Yay or Nay?
Coffee drinker, dog enthusiast, and wearer of boring watches.
HUGE improvement over the original! This isn't the first time I've been super impressed with your designs.
HUGE improvement over the original! This isn't the first time I've been super impressed with your designs.
Thank you - appreciate the kind words 🍻
Unique, identifiable, fun.
It is very clever.
Unique, identifiable, fun.
Thanks buddy
It is very clever.
thanks man! 🍻
Vary clever indeed!!! A definite improvement over the car sick looking thing they got now. I like it👌
Vary clever indeed!!! A definite improvement over the car sick looking thing they got now. I like it👌
Much appreciated man! 🤙
It's a cool concept, but I think it's not as good for brand recognition as what they are currently using.
It's too clever to be effective, well done!🍻
As someone in branding, I very much appreciate the thoughtfulness that went into this work! I don’t know that SM has much of an identity. Even the newly revised logo doesn’t tell me much about who they want to be (serious, fun, classic — “modern” at best). From that perspective, I’m very curious about how this aligns with their own brand aspirations, because you at the very least have given them a story and POV with this new logo. Good stuff.
It's a cool concept, but I think it's not as good for brand recognition as what they are currently using.
It's too clever to be effective, well done!🍻
Thanks! Not sure about the brand recognition argument but agree to disagree with you. This was just a fun exercise. 🤙
As someone in branding, I very much appreciate the thoughtfulness that went into this work! I don’t know that SM has much of an identity. Even the newly revised logo doesn’t tell me much about who they want to be (serious, fun, classic — “modern” at best). From that perspective, I’m very curious about how this aligns with their own brand aspirations, because you at the very least have given them a story and POV with this new logo. Good stuff.
Thanks very much! Agree they don’t currently have much of an identity. I couldn’t find much on the company or their overall vision, so this is really a shot in the dark using the San Martin name as a starting point. Appreciate the kind words again! 🤙🍻
Please take this with a grain of salt but it looks a bit cartoony and bit like Maori tattoo style ink. It does not represent their brand ethos or spirit let alone relate to horology or watches. I agree they need to update and change what they have currently as it also does them no service. That hex shape does not work well with any script below it; it's an either/or not both.
Thanks! 🍻
Please take this with a grain of salt but it looks a bit cartoony and bit like Maori tattoo style ink. It does not represent their brand ethos or spirit let alone relate to horology or watches. I agree they need to update and change what they have currently as it also does them no service. That hex shape does not work well with any script below it; it's an either/or not both.
No worries! This was always going to be subjective and I posted here as I knew it may drum up conversation. I can see how the pommel flourishes can create something resembling a Māori tattoo. I actually saw more of a palm leaf, which I think works for a company making dive watches - capturing that type of vibe. 😂
In my defense, I couldn’t find anything about there brand ethos or spirit when I started on this. I didn’t dive too deep as this was just an exercise, but if you have this I’d welcome seeing it. All I could find is that they are interested in making homage watches, as they believe these watches embody quality.
I don’t think a watch logo necessarily needs to scream “I am a watch company“. The Rolex crown and the Tudor shield don’t relate directly to horology. Apple’s apple doesn’t immediately tell me they sell computers. What typeface do you think would be stronger with the hex shape? You could be right. I chose something that I felt balanced well against the heavy character of the mark - it has its own subtle character, that delivered on that vibe I mentioned above.
100% yay! Certainly more panache than the logo they're using now.
This looks great.
Please do Islander and Swiss Watch Company next. And then email those dudes the files. Two companies that make great watches but NEED a rebranding....
This would have been a more appropriate redesign...
This looks great.
Please do Islander and Swiss Watch Company next. And then email those dudes the files. Two companies that make great watches but NEED a rebranding....
Did Islander already but Swiss Watch Company is a good one.👌
Did Islander already but Swiss Watch Company is a good one.👌
So you did. I searched back and found it. It looks great. I've owned an Islander (sterile dial flieger) and love the quality of the watches but the logo is a barrier. It's not a coincidence that the only one I've owned didn't have the logo on the dial.
So you did. I searched back and found it. It looks great. I've owned an Islander (sterile dial flieger) and love the quality of the watches but the logo is a barrier. It's not a coincidence that the only one I've owned didn't have the logo on the dial.
Definitely makes a great product but agree that the logo needs some attention to make it next level brand.🤙🍻
I love the new design, but have a small suggestion. I think the logo occupies too much of focal point on the watch dial. It my opinion, that the watch logo on the watch dial should be a bit more subdued. Now if you want to show off your logo, then place on the caseback in all of its glory.